A new sign over West LA

Photo: LA Observed

I don't know when the sign went up, but I just noticed it last week. The Variety logo that used to shine from the tallest office tower on the Wilshire Miracle Mile is now on the facade of a non-descript mid-rise on Santa Monica Boulevard in West Los Angeles. The address is squeezed between Sepulveda Boulevard and the 405 freeway, so while it's not as cushy a location and there are a lot fewer (if any) food trucks for staffers to enjoy at lunch, the sign does get seen by many thousands of commuters every day.

variety-sign-wla-close.jpgIt's too early to proclaim the 405 a media gulch of the Interstate, but the Variety sign does greet drivers just a couple of miles north of the LA Weekly sign beside the freeway in Culver City. So there's that.

Previously on LA Observed:
Former Variety tower gets new tenant and name
Variety, Deadline to sit together in West LA

More by Kevin Roderick:
'In on merit' at USC
Read the memo: LA Times hires again
Read the memo: LA Times losing big on search traffic
Google taking over LA's deadest shopping mall
Gustavo Arellano, many others join LA Times staff
Recent Trades stories on LA Observed:
Robert Osborne, 84, host on Turner Classic Movies
Janice Min leaving THR, Matthew Belloni upped
NYT's Michael Cieply named editor of Deadline
Report: Sasha Frere-Jones left LA Times under a cloud
Nikki Finke looks back, Frere-Jones era over at LAT and more media notes
Variety hires last LA Times Europe correspondent
LA Weekly's Maddaus to Variety and more media notes
LAT TV writer jumps to The Wrap and other moves on the beat