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.