• The Wrap, Thursday, May 6, 2010 10:55 PM

Variety has settled on a strategy to change its declining fortunes, and all indications have been that in the age of online the trade is betting on print. New evidence of this from Variety.com editor Chris Krewson's blog in which he touts two different versions of stories: one for the paid Web site, one for print.

In a staff memeo from Krewson and editor Leo Wolinsky, the noted how the two mediums can complement each other, citing recent examples: "On today's front page, every story was significantly different from the one readers saw yesterday on Variety.com. Our Web story early Tuesday listing the nominees for the Tony Awards was followed in print by a very different Tony story -- one that looked at how the star-studded list would likely benefit the televised event.

"Our initial Web story on News Corp.'s quarterly results explained that Avatar had helped the company achieve great results. The print version instead focused on how all this additional money was likely to put Rupert Murdoch into the deal-making game once again."

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