Whither The Trade Magazine?
In light of reports that iconic Hollywood trade Variety "has been unable to find a buyer for its asking price of $40 million, forcing it to drop the price by 25%," Christopher Zara
explores the ways trades for glamour industries are adapting to the changes afoot in the digital age.
"Variety, the oldest of the bunch, has been the most resistant to change,
eschewing major redesigns and locking its online content behind a paywall rather than following its competitors into the abyss of traffic-oriented Web publishing," writes Zara.
Still,
publishers like John Amato, chairman and CEO of the actors' trade magazine Backstage, tell Zara that
"his print publication is more than just a means to share information. It's a
promotional commodity that can't be replicated with a website or blog."
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