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Variety EIC: ‘Paywall Did Nothing But Severely Limit Our Audience’

At the recent 63rd annual MAGGIE Awards, where Variety won three awards including Most Improved Publication/Trade & Consumer, the 109-year-old outlet’s digital editor-in-chief Andrew Wallenstein delivered an afternoon keynote about changes in the PMC era.

Although much of what Wallenstein had to say is common knowledge at this point, it’s still rare in the Hollywood trades world to have the opportunity to hear a key editorial team member speak so frankly and in detail about the inner workings of the operation. Wallenstein joked at one point that he does not recommend doing a full website revamp in three months; he said website traffic has increased, since the elimination of the paywall, by 400%; and noted that the company’s new offices in west LA were set up for “year-round video production.”

Another portion of Wallenstein’s remarks touched on varietylatino.com, a bilingual partnership with Univision. All in all, well worth watching for anyone interested in trade journalism.

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