The 78-year-old Hollywood Reporter's facelift could help it step into the spotlight.
A bold logo, dominant cover story and multi-photo pages were cast in a design that "better reflects the emerging global dynamic of the film and entertainment marketplace," according to Editor Elizabeth Guider.
Long considered an also-ran in Variety's shadow, the Reporter now has a chance to leapfrog the competition, according to one insider. The re-launch includes an update to the advertising side of the publication at a time when Variety is distracted by owner Reed Elsevier Group Plc's plan to sell the publication.
The Reporter's strategy is based on selling ads outside the smug confines of show business. For example, in keeping with the globalization of entertainment, the Reporter has opened offices in Hong Kong and Beijing. In addition, the publication plans to attract mainstream consumer brands.
"It's an attractive book and that makes it new for consumer sales," said Eric Mika, publisher. "We know that automotive, fashion, jewelry and time piece advertisers have all expressed a desire to be front-and-center in Hollywood, so we expect to see growth in those areas."
The re-launch comes amid swift declines in print advertising. For the Hollywood trades, two dependable types of ads the box office premiere announcement and the congratulatory page for business partners are growing more elusive, Mika said.
To compensate for those trends, the Reporter will sell its Web traffic aggressively and will bring exclusive research from parent Nielsen Co. to advertisers in the role of a consultant.
"It's not the most fun time for advertising in our industry, but it's going to bounce back," he said. "We've already seen that in May with a lot of enthusiasm for the re-launch. In the last two weeks we've had a significant sales bounce."
English Wins Arbitron
Breaking a longstanding trend, an English-language station tops the charts in the L.A. radio market. For Arbitron Inc.'s Winter 2008 rankings, KIIS-FM (102.7) earned a 5.0 overall share of radio listeners, beating out former champ KLVE-FM (107.5), which finished with a 4.7 share.
Clear Channel Communication's KIIS has a top 40 format, anchored by morning DJ Ryan Seacrest. KLVE plays Spanish romantic music, a formula that had delivered first-place finishes in the previous two Arbitron measurements. KLVE is the L.A. flagship station for Univision Communications Inc.
Rounding out the top five, news talker KFI-AM (640) placed third with a 4.4 share, KBUE-FM (105.5) came in fourth at 4.1 with a regional Mexican format and KPWR-FM (105.9) reported a 3.8 share for a rap-powered fifth place showing.
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