How Variety is Winning with Custom Content

Like many publishers looking for ways to grow revenue and combat profit erosion from programmatic pricing, Variety is now producing premium branded content. An iconic brand founded in 1905, Variety is the authoritative source for entertainment business news. Since its acquisition by Jay Penske’s PMC Media in 2012, Variety’s digital and event businesses have grown dramatically. And unlike many struggling publications, the print business has also seen steady and double-digit growth.

Variety launched our custom content initiative at the start of 2017. Variety Content Studio (VCS) was created as the brand marketing division responsible for creating storytelling and bespoke initiatives for clients and since the inception of VCS, we’ve attracted advertisers such as Intel, Amazon Studios, Adobe, Entertainment Studios, Focus Features, DIRECTV, Audi, Vizio/DTS, Tribeca Shortlist and more.

Anyone who has ventured into the world of building a custom content studio is aware of the pitfalls. It can be an expensive endeavor to put the right infrastructure in place and maintain a profitable margin. Changing the mindset of a media seller from offering a more simple transactional sale to one that is complex and creative can be challenging. Additionally once the content has been sold and produced, getting eyeballs on it may be both problematic and costly.