Case Study
Feb 1, 2024

VARIETY Affiliate Revenue Success Tripled

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Variety, a leading source in the entertainment industry, is esteemed for its comprehensive coverage and industry insights. In alignment with successful media outlets, Variety strategically employs affiliate links to monetize its extensive readership. Sales commissions, particularly derived from content such as film and television reviews, industry analyses, and recommended products, constitute a significant and evolving revenue stream for media enterprises.

With the integration of Vendo, Variety has the potential to significantly enhance its sales commissions—potentially experiencing a 3-5x increase—by seamlessly incorporating shoppable products and a user-friendly shopping experience into its editorial content. This strategic move not only expands opportunities for revenue growth but also provides Variety's audience with a more interactive and seamless way to engage with products and services recommended in their favorite entertainment content. Here's how this integration could unfold for Variety.


Vendo is your ultimate destination for marketplace success – the one-stop-shop. With a platform for automating daily operations, a diverse brand catalog (or the ability to invite your own), merchandising tools, and multi-channel selling options, Vendo is committed to ongoing daily support for the expansion of your marketplace business.

Break the mold with Vendo – it surpasses traditional affiliate links by fostering extended visitor engagement, securing customer data, and creating lucrative opportunities for upselling.

Unlocking Success in Digital Publishing

Variety, founded in 1905, is a renowned entertainment industry publication that covers film, television, music, theater, and digital media. It has established itself as a leading source for industry news, analysis, and reviews. Variety caters to professionals within the entertainment sector, including filmmakers, producers, actors, and executives, providing comprehensive coverage of the latest developments in the world of entertainment.

Success Factors of VARIETY

Industry Expertise and Authority:

A primary success factor for Variety is its longstanding history and industry expertise. Having been a prominent player in the entertainment journalism landscape for over a century, Variety has established itself as a trusted authority, offering insights and analysis that resonate with professionals in the field.

Comprehensive Entertainment Coverage:

Variety's commitment to comprehensive coverage sets it apart. The platform covers a wide spectrum of entertainment-related topics, including film, television, music, theater, and digital media. This breadth allows Variety to serve as a one-stop source for professionals seeking information across various entertainment domains.

Breaking News and Exclusive Scoops:

Variety excels in delivering breaking news and exclusive scoops within the entertainment industry. Its ability to provide timely and exclusive information contributes to its reputation as a go-to source for industry insiders looking for the latest developments.

In-Depth Analysis and Reviews:

The platform offers in-depth analysis and reviews of films, television shows, and other entertainment content. Variety's critical assessments contribute to shaping industry conversations and providing professionals with valuable insights into the quality and impact of creative works.

Industry Awards Coverage:

Variety extensively covers major industry awards, including the Oscars, Golden Globes, and Emmys. Its coverage of awards season, including nominations, winners, and red carpet events, is a key component of its content strategy, attracting readers interested in the recognition and celebration of outstanding achievements.

Digital Transformation and Online Presence:

Embracing digital transformation, Variety has a robust online presence. Its website and digital platforms provide a user-friendly experience for readers seeking real-time updates, breaking news, and multimedia content. This adaptation ensures accessibility for a global audience.

Exclusive Interviews and Features:

Variety secures exclusive interviews with key figures in the entertainment industry, including actors, directors, and producers. These exclusive features offer readers unique insights into the perspectives and experiences of industry influencers, enhancing the platform's content offerings.

Variety Summit and Events:

Variety organizes industry summits and events, bringing together professionals for discussions and networking. These events contribute to Variety's role as a hub for industry networking and thought leadership, further solidifying its position within the entertainment community.

Multimedia Integration:

The inclusion of multimedia elements, such as images, videos, and interactive features, enriches Variety's storytelling. This multimedia integration enhances the visual appeal of its content, providing a dynamic and engaging experience for readers.

Global Reach and Coverage:

Variety's global reach and coverage extend beyond Hollywood to encompass the international entertainment landscape. Its reporting on global industry trends, international releases, and collaborations positions Variety as a comprehensive source for professionals with a global perspective.

Audience and Value Proposition of VARIETY

Understanding the Audience:

Variety's audience consists of professionals and enthusiasts within the entertainment industry, including filmmakers, producers, actors, executives, and film enthusiasts. The platform attracts readers seeking authoritative insights, industry news, and in-depth analyses relevant to their careers and interests.

Value Proposition:

Variety's value proposition lies in being a trusted and comprehensive source for entertainment industry professionals. The platform offers timely news, exclusive content, critical analyses, and a platform for industry networking, catering to the diverse needs of its audience.

Categories of Value:

  • Trusted Industry Insights: Variety provides trusted insights and analyses, leveraging its industry expertise to offer professionals a nuanced understanding of entertainment trends.
  • Timely Breaking News: The platform delivers breaking news and exclusive scoops, keeping its audience informed about the latest developments in the entertainment world.

Suggestions for Replicating Success

Establish Industry Expertise: Build a reputation for industry expertise by investing in knowledgeable and experienced editorial teams with a deep understanding of the entertainment landscape.

Ensure Comprehensive Coverage: Strive to cover a broad spectrum of entertainment-related topics to serve as a one-stop source for professionals seeking diverse information within the industry.

Prioritize Breaking News: Focus on delivering timely breaking news and exclusive scoops to attract industry insiders looking for the latest developments and exclusive insights.

Offer In-Depth Analysis: Provide in-depth analysis and reviews of entertainment content to contribute valuable insights that shape industry conversations and guide professionals in their decision-making.

Cover Industry Awards: Extend coverage to major industry awards, including nominations, winners, and red carpet events, to capture the attention of readers interested in the recognition of outstanding achievements.

Embrace Digital Transformation: Adapt to digital transformation by maintaining a strong online presence, offering a user-friendly website, and utilizing digital platforms for real-time updates and multimedia content.

Secure Exclusive Interviews: Secure exclusive interviews with key figures in the entertainment industry to offer readers unique perspectives and behind-the-scenes insights.

Organize Industry Events: Consider organizing industry summits and events to create opportunities for networking and thought leadership within the entertainment community.

Integrate Multimedia Elements: Enhance storytelling by integrating multimedia elements such as images, videos, and interactive features to create a dynamic and engaging content experience.

Global Perspective: Extend coverage beyond local boundaries to capture a global audience, providing insights into international entertainment trends, collaborations, and releases.

In conclusion, Variety's success is built on its industry expertise, comprehensive coverage, and commitment to delivering timely and exclusive content to entertainment professionals. Replicating this success involves prioritizing industry insights, adapting to digital trends, and offering a multifaceted platform that meets the diverse needs of the entertainment community.

On the flip side, there's an alternative means to monetize your online audience, and it might bring even greater rewards.

Launching your own multi-brand marketplace on Vendo has the potential to, at the very least, triple your affiliate sales commission, reaching an impressive 20-30%. This marks a significant increase, offering 3-5 times more than the returns from regular affiliate links.

In addition to the prolonged user engagement on your pages, expect a surge in customer data retention that can fuel the growth of your email list, opening doors to various future upselling prospects.


  • Book a demo call: We’ll set up your demo marketplace and populate it with products
  • Customize your Storefront: We’ll help you craft a storefront that aligns with your branding guidelines,
  • Onboard Brands: Invite your favorite brands or choose brands from the Vendo brand catalog. We can also start reaching out to brands you’d like to sell on your behalf.
  • Select Products: Curate product collections manually or automate the process to efficiently manage your catalog and meet customer demand.
  • Embed products: Make your editorial content shoppable with products embedded right where your customers expect them to find. Simplify and streamline product discovery.
  • Start Selling Programmatically: Push products through multiple touch points: on your website, share it on social media, and include products in your newsletters. 
  • Get Paid: Get paid as soon as products are shipped by the brands. No need to wait 30-60 days or worry about orders not attributable to your affiliate links.
  • Get Repeat Sales: Since you’re not linking out, your customers will keep coming back. We’ll help them with abandoned cart emails and promotional email blasts. 


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