The Brag Media strikes deal to exclusively represent Variety in Australia and New Zealand

Australian music and entertainment publisher The Brag Media has announced a partnership to exclusively represent the Australian and New Zealand audiences of heritage American entertainment title Variety.

Variety, owned by the Penske Media Corporation, was founded in New York in 1905 and reaches over 600,000 Australians each month.

The partnership sees Variety join The Brag Media‘s other titles The Brag, Tone Deaf, The Industry Observer and Don’t Bore Us.

It also furthers The Brag Media’s relationship with the Penske Media Corporation, after it rebooted the digital and print edition of Rolling Stone Australia at the start of 2020.

CEO Luke Girgis told Mumbrella the deal allows The Brag Media to offer brands significantly increased scale and reach with the “simply iconic” Variety.

“Variety adds tremendous scale to the brag media, increasing our Australian audience to 2 million monthly unique users,” Girgis said.

“That positions us now as not only being able to serve content in niche contexts, but also offer brands scale and reach.

“Bringing Variety into our portfolio further positions us as the leaders in music and entertainment publishing in Australia.”

The Brag Media CEO Luke Girgis

The Brag Media reports it now reaches over 5m Australians on social media, and the deal aims to help solidify Variety’s presence in the Australasian region as they contribute their expertise and authority in the Australian film, entertainment, music and lifestyle industries.

“Variety will offer The Brag Media’s fans, brands and partners access to premium content, audiences and insights,” Girgis added.

Group publisher and CRO Michelle Sobrino-Stearns said Variety is looking forward to expanding its local partner base.

“We are excited to partner with The Brag Media to expand our partner base in Australia and New Zealand,” she said.

The Brag Media expanded made several significant senior hires during 2020 as it expands its Australian footprint.

Former Evolve Media managing director and Music Feeds founder Joel King joined as commercial lead in March, with Emma Greenhalgh hired as senior brand partnerships manager that same month.

Ex-Vice account director Ben Wills has since come on board as head of commercial for Victoria, as has former Evolve Media director of operations Toby Smith.


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