Penske Media Corporation has partnered with Woruitai Culture Media to bring the Variety publishing brand to China.
Variety China, the new publication, will create content across a wide range of platforms including digital, social, custom, video, events and print. According to Variety, the daily digital content will launch Aug. 1 and the monthly print issues will launch on Sept. 1. The team behind Variety China will collaborate closely with Variety China’s bureau chief and Asia bureau chief to develop content for the new publication.
“Variety’s exciting partnership with Woruitai Culture Media Co.Ltd. continues our global expansion and offers our premium, world-class editorial and events to a new audience,” says Michelle Sobrino-Stearns, group publisher and chief revenue officer, Variety.
The licensing deal follow the recent purchase of Rolling Stone magazine by Penske Media.