Hollywood Reporter's new ads

We'll be seeing more of the Hollywood Reporter in posters and ads around town as part of what the New York Times calls the trade's first big marketing campaign in a decade. The ads poke a little fun at the people the Reporter covers.

In gambling that Hollywood's denizens have a sense of humor about their self-involved world of overnight grosses and plastic surgery, The Reporter is hoping the new marketing campaign will help it accomplish a long-elusive task: overtaking its leading rival, Daily Variety, in advertising pages and overall readership, as well as in authoritativeness.

The Reporter's average weekday circulation is up 10% over last year, to 25,494. Variety's is at 34,808. The NYT says the Reporter's weekly edition has a bigger circ than Variety's weekly.

Also in the NYT: Industry insiders are the source of most movie piracy.