• , Wednesday, November 2, 2005 12:21 PM

Not previously reported, but Variety Inc., the Reed Business-owned chronicler of the entertainment industry, has decided to shutter V Life, the high-profile startup that rolled out nationally only several months ago--effective with the February 2006 issue. According to an insider, the trade publisher came to realize that the consumer-mag publishing formula, which requires far higher expenditures for both ad sales and edit, did not appeal. It always seemed like an odd experiment, but V Life had begun to find an audience, and it was different, content-wise, from some of the competition. Lesson learned: Trade publishers need to stick to what they know how to do best (get the info out, pull the profits in).

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