The week-old Hollywood Reporter: Premier Edition is already making its corporate parents proud. The publication, which launched Nov. 2 in New York, Miami, Atlanta and Washington D.C. is in 95 newsstands in New York.
At the same time, the trade has launched Hollywood Reporter Direct, a widget that delivers customized news, alerts and video from The Hollywood Reporter directly to subscribers’ desktops.
Clearly, the trade is making passes at the expanding global market — while trying to outdo its competition. According to the Associated Press, The Hollywood Reporter has a circulation of just over 25,000 to Daily Variety’s 32,000.
FBLA loves hearing that there is still a vibrant corner of the otherwise sad and sorry publishing world. So we eagerly talked with Hollywood Reporter Senior Vice President and Publishing Director Eric Mika about the trade’s apparent push to conquer the world — or at least the world of global entertainment news delivery.
“The reality is that the Hollywood Reporter for the last several months is defying gravity,” Mika tells FBLA.
While other areas of print journalism flounder, the Hollywood Reporter has staffed up its international effort (including hiring Todd Cunningham to helm The Hollywood Reporter: Premier Edition) and Mika says he expect the trade will make more hires. That’s right. They’re hiring people to write for a print publication.
“Print is still a significant issue. It generates a significant amount of revenue,” he said. “We have invested significant amount of money to do this. It is a wonderful thing to watch.”
The East Coast printing (the press is somewhere outside of Philly) means print editions can reach entertainment execs, hedge fund managers and other players at 7 a.m. Eastern Standard Time. Plus, by creating a Weekend International Edition, the mag can better penetrate the overseas market.
“We have 1,500 home deliveries in London on Sundays,” Mika says. “It can get into London, Paris, Frankfurt, Hong Kong.”
The mag is also beefing up its international daily publications and bolstering special news magazines — including publications for Cannes and other film festivals.
“We’ve put nearly $5 million into this. I am absolutely enthused about where we’re going to go,” he says. “It’s a good feeling to walk into the offices, and everyone gets it and they see the future and they see where this is going.”