Ever since Nikki Finke sold her blog Deadline Hollywood Daily to Mail.com Media Corp. in June, we’ve been looking forward to see who she would hire as New York editor as Deadline expands to become a bicoastal pub.

Last night Finke announced that she had chosen Mike Fleming, a 20-year Variety veteran, to helm her East Coast operations, to be called Deadline New York. She’s also brought on Tim Adler to lead Deadline London.

As editor of Deadline New York, Fleming will cover “film and television dealmaking and production and casting,” and is looking forward to “expand[ing] his turf by breaking news and offering analysis about books, media, TV news, theater, and other Gotham-based infotainment arenas.”

Fleming’s hiring has tongues wagging all over Hollywood, reports our sister pub FishbowlLA. His departure might mark the end of Variety‘s relevance, but it looks like Deadline.com will now be getting a whole new set of readers. New York media watchers, take note.

Read the full press release here.

Previously: Nikki Finke’s Looking To Hire NY-Based Reporter