How to Get Featured in Variety
Variety draws about 38.4 million monthly visits, holds a domain rating of 91, and publishes in one to two weeks. It is sold in guaranteed-impression packages rather than as a flat placement, which is worth understanding before you buy.
What impression packages mean
Most placements are sold as an article. Variety is sold with a guaranteed number of impressions attached: 400,000, or a higher tier, promoted until that number is reached.
A guaranteed impression count is a promise about one feature's distribution. It is not a measurement of the publication's audience, and the two get conflated constantly.
It is also why we do not publish a readership page for Variety the way we do for most titles. Quoting the site's total traffic beside an impression package would imply your article reaches all of it, which is not what is being sold.
Ask which tier you are buying and what the guaranteed number is.
Why the title is worth having
Variety has covered the entertainment business since 1905. It reports on film, television, streaming, music and the deals behind them, and its readership is the industry itself: studios, agencies, producers, commissioners and the people who work for them.
Being covered where decision-makers already read beats being covered somewhere larger that they do not. For anyone attached to a project in development, that is the entire argument, and it is the same argument as trade vs consumer publication.
One thing to be aware of
Of the major titles we place in, Variety is one of the few not strongly surfaced by AI engines. If a large part of your goal is being the source behind an answer when someone asks ChatGPT or Gemini about you, this is not the title that does that job.
It remains excellent at the job it does do, which is reaching the industry.
Timeline and links
One to two weeks. Links are nofollow, so no SEO authority passes.
Who it suits
Actors, directors and producers with a project to carry.
Production and distribution companies whose buyers are other companies in the industry.
Anyone attached to something in development, where the audience that matters is the few hundred people who can move it forward.
It is a poor fit for consumer-facing businesses outside entertainment. A trade publication reaches people at work, and if your customers do not work in film or television they are not reading it.
What gets turned down
Anything with no connection to the industry. This is a trade, and the test is whether someone working in entertainment would care.
The short version
38.4 million monthly visits, DR 91, one to two weeks, nofollow, and sold by guaranteed impressions rather than as a flat article.
The right buy for reaching the industry. Not the right buy for SEO, for AI visibility, or for consumers.
Ask which impression tier you are getting, and what the guaranteed number is.
See our Variety page, or how to get featured in The Hollywood Reporter.
We write and place features in the publications our clients choose. About us
Frequently asked questions
01How is Variety sold?
In guaranteed-impression packages, from 400,000 upward, rather than as a flat placement. That number is a promise about your feature's distribution, not a measurement of the publication's audience, and the two should never be presented as the same thing.
02Who reads Variety?
The entertainment industry itself: studios, agencies, producers, commissioners and the people who work for them. It has covered film, television, streaming, music and the deals behind them since 1905.
03Is Variety good for SEO or AI visibility?
For neither. Its links are nofollow so no ranking authority passes, and it is one of the few major titles not strongly surfaced by AI engines. It remains excellent at the job it does do, which is reaching the industry.
