The Brag Media brings local version of Variety to Australia
• The entertainment publication is likely set to run on a quarterly basis at first
American entertainment publication, Variety is set to launch in Australia this year after The Brag Media struck a deal that will see the magazine on local stands.
The independent Australian publisher is set to bring the popular US outlet, which was first established in New York in 1905, Down Under in an expanded licensing deal.
The Brag Media will produce content for local film, television and theatre, which is likely set to run on a quarterly basis at first. The agreement was is believed to have been signed in the US in recent weeks, the Sydney Morning Herald reported.
A spokesperson for the The Brag Media house told the publication: "Variety is the most authoritative and trusted source of entertainment business news, recognised and respected throughout the world."
"The Brag Media... looks forward to revealing some exciting plans for a local edition of the iconic masthead in early 2022," they added.
The Brag Media is home to several music and entertainment publications including Rolling Stone Australia, Tone Deaf and The Industry Observer and reaches more than 600,000 Australians each month through its global website.
The publishing house has also announced this week that it has bought The Music Network.
The leading media trade publication in Australia.
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Variety's impending arrival to newsstands comes as the local magazine is experiencing a revival after the pandemic saw the merger of Bauer Media and Pacific Magazines, as well as the loss of major titles and mass redundancies.
In recent times, Australian has magazine revival with Men’s Health, Women’s Health, Harper’s Bazaar and Instyle brought back by smaller, independent publishers.
Variety is owned by Penske Media Corporation. The publication produces entertainment news, reviews, box office results, feature stories, and boasts archive content of dating back to 1905 when Variety produced a weekly newspaper dedicated to reporting on New York's theatre and vaudeville scene.
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Top image: The Brag Media's COO Joel King, CEO Luke Girgis and national sales director Stacey Batchelor
