• Bloomberg Businessweek, Wednesday, March 27, 2013 2:43 PM

Iconic Hollywood trade pub Variety, moving from a daily newspaper to a weekly glossy this week, aims to fill a void in the marketplace:"smart, analytical, in-depth pieces, and data-driven product where people will come away from reading knowing something that is important about their business," Cynthia Littleton, one of three editors in chief, tells Reuters' Jean Serjeant. That's one way Variety will try to differentiate itself from longtime rival Hollywood Reporter, which several years ago also took the glossy mag route, though with an emphasis on lifestyle and celebrity features to make it more of an upscale consumer pub.

Variety online, now free from its former paywall, will also focus on streaming content. “There’s a lot of trial and error going on here,” Littleton tells Bloomberg Businessweek."Reporting on entertainment has grown exponentially... and it’s forced us to look at the landscape and find our place. It’s tricky.”

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