The launch follows the announcement of a China alliance between Variety publisher Reed Business Information (RBI) and IDG, which will see RBI introduce as many as 12 titles in the mainland this year. RBI and IDG will partner with the State Administration of Radio, Film and Television (SARFT), to publish the Hollywood 'bible' in China.
Variety Group EVP Charlie Koones believes that while the launch may be viewed in some quarters as premature, sufficient market interest exists to sustain a launch circulation of 9,000 copies.
"We are confident there is a market for this kind of publication," he said. "It is also a question of being there early, said Koones, adding that "60 to 70 per cent of content will emanate from China". Variety China will be bi-weekly, with Koones confirming a focus on domestic and international TV and film sectors, along with broadcasters for adspend. "Are there enough people to advertise in it?" asked Starcom's Northeast Asia chief executive Blaise D'Sylva. "I'm wondering whether they will be able to generate enough ad revenue to sustain it."
Hollywood bible to launch first overseas edition in China
US entertainment weekly Variety has confirmed plans to launch a Chinese edition in June, the first foreign language edition in its 99-year history, despite some concern over its viability in a relatively immature market.