Variety (magazine)

Variety (magazine)
source
Title	Variety
Frequency	Daily (1905–2013), Weekly (2013–present)
Category	Trade publication, Entertainment industry
Company	Penske Media Corporation
Founded	16 December 1905
Founder	Sime Silverman
Country	United States
Based	Los Angeles, California
Language	English
Website	variety.com

Variety (magazine). A premier American entertainment industry trade publication, founded in 1905 by Sime Silverman in New York City. It is renowned for its comprehensive coverage of film, television, theatre, music, and digital media, serving as an essential source of news, analysis, and box office data for industry professionals. The publication is famous for its distinctive, often witty jargon and headlines, and its influential reviews and awards season coverage. Owned since 2020 by Penske Media Corporation, it operates daily and weekly editions alongside a robust digital presence.

History

The first issue was published on December 16, 1905, with Silverman aiming to provide honest reporting on vaudeville, a contrast to the advertorial-driven press of the era. The publication quickly expanded its scope to cover the burgeoning motion picture industry, establishing a Los Angeles edition in 1933. Under the leadership of Silverman's son, Sidney Silverman, and later Abel Green, who coined much of its famous slang, it became the definitive chronicle of Hollywood. Key moments in its history include its pioneering daily trade paper, *Daily Variety*, launched in 1933, and its coverage of seminal industry events like the advent of talkies, the Paramount Decree, and the rise of streaming media. The company was long owned by Reed Business Information before being sold to Penske Media Corporation in 2020, which also owns rival publications like The Hollywood Reporter.

Content and features

The magazine's content is centered on breaking industry news, in-depth analysis, and critical reviews. Its signature features include the iconic front-page headlines, written in a unique, condensed slang (e.g., "Sticks Nix Hick Pix"), and the weekly box office charts for North America and international territories. Regular sections provide coverage of film and television development, production, distribution, and marketing, as well as executive appointments and corporate finance. Its reviews of films, television series, and Broadway productions, such as those for Hamilton (musical) or The Crown (TV series), carry significant weight. Special annual issues focus on major events like the Cannes Film Festival, the Toronto International Film Festival, and its own Variety500 list of influential business leaders.

Impact and influence

*Variety* has profoundly shaped entertainment journalism and industry discourse. Its reporting can influence stock prices, greenlight decisions at major studios like Warner Bros. and The Walt Disney Company, and the trajectory of awards campaigns. The publication's jargon, including terms like "boffo," "ankled," and "scribes," has entered the broader Hollywood lexicon. Its annual Power of Women issue and inclusion-focused initiatives highlight industry advocacy. The magazine's awards season coverage, including its Actors on Actors series and predictions for the Academy Awards and Emmy Awards, is considered essential reading. Its historical archives serve as a vital primary source for scholars studying the evolution of the American film industry and popular culture.

Business operations

Historically reliant on print advertising and subscriptions from industry professionals, *Variety* has undergone a significant digital transformation. Its operations are now centered on its website, Variety.com, and digital products, including premium newsletters and a streaming intelligence platform. The company generates revenue through digital advertising, sponsored content, high-ticket industry conferences like the Variety Summit Series, and licensing its data and content. As part of Penske Media Corporation, it shares resources with other properties like Deadline Hollywood and Rolling Stone, though maintains editorial independence. Its global reach is supported by dedicated reporters in key entertainment hubs including London, Paris, and Tokyo.

Notable personnel

Throughout its history, *Variety* has been shaped by influential editors, publishers, and critics. Founder Sime Silverman established its independent voice. Longtime editor Abel Green authored the seminal history *Variety Music Cavalcade* and cemented its stylistic flair. Noted film critic Todd McCarthy served for decades, as did theater critic David Rooney. Influential editors-in-chief have included Peter Bart, Timothy M. Gray, and Claudia Eller. Current leadership includes Editor-in-Chief Cynthia Littleton and Group Publisher and Chief Revenue Officer Michelle Sobrino-Stearns. Renowned columnists like Army Archerd, whose "Just for Variety" column was a must-read for decades, and Robert Hofler have also defined its content.