âThe impetus is simple,â said Eric Mika, who in February took charge as publisher of the Nielsen Business Media title after serving since last May as senior VP-publishing director. âWe have a brand that hasnât changed in 78 years in content, form and function. But the industry certainly has changed.â
Mika added: âWe have more global readers and more readers in legal, banking and technology. We needed a definitive change not just as a publication but as a brand, so we relaunched the digital edition as well as print.â
THR (21,000 paid circ.) now sports a much cleaner look, with a greater use of white space. The front of the magazine features âInside Track,â a compilation of relatively short items on the latest Hollywood news. The middle of the publication includes a calendar of upcoming events. Reviews of movies, concerts and TV programs fill out the rest of the publication.
The magazine is also running more chart data exclusive to parent company Nielsen, including weekly Top 40 Box Office data.
The Friday edition of THR will be known as the âWeekend Edition,â with added distribution throughout Europe, particularly on the digital side, Mika said. âWeekend Editionâ will run more of what Mika called âsoftâ editorial coverage, or long-form stories that have some shelf life, as opposed to the spot news that is increasingly the domain of the Internet.
THRâs Web site offers four new channels of online video: âBoxoffice Tally,â âExclusive Interviews,â Festival Dailiesâ and âNews.â
âWeâre creating new ad formats and premium positions,â Mika said of the print and online redesigns. âI think weâre going to see an increase in consumer advertising and b-to-b advertising.â
As part of the changes, THR has established partnerships with academies and associations within the entertainment sector, âso weâre reaching out to readers that advertisers want to periodically reach throughout the year,â Mika said.
In addition to the redesign, THR is continuing to integrate the print and online departments of both editorial and sales, Mika said.
Like many trade titles, THR continues to struggle on the advertising front. Ad pages fell to 865 in the first quarter, down from 1,325 in the same period last year, according to IMS-The Auditor.
The relaunch of THR caps a series of strategic changes designed to extend the publicationâs reach both domestically and internationally. These moves include the launch of a global digital edition available in 12 languages.