Penske Media Corporation


Penske Media Corporation (PMC) is an American
digital media Digital media means any that operate with the use of any of various encoded formats. Digital media can be created, viewed, distributed, modified, listened to, and preserved on a s device. ''Digital'' can be defined as any data represented by a ...
publishing Publishing is the activity of making information, literature, music, software and other content available to the public for sale or for free. Traditionally, the term refers to the creation and distribution of printed works, such as s, s, and s. ...
, and information services company based in Los Angeles and New York City. It publishes more than 20 digital and print brands, including ''
Variety Variety may refer to: Science and technology Mathematics * Algebraic variety, the set of solutions of a system of polynomial equations * Variety (universal algebra), classes of algebraic structures defined by equations in universal algebra Hort ...
'', ''
Rolling Stone ''Rolling Stone'' is an American monthly magazine that focuses on music, politics, and popular culture. It was founded in San Francisco, California San Francisco (/Help:IPA/English, ˌsæn fɹənˈsɪskoʊ/; Spanish language, Spanish f ...
'', '' WWD'', ''
Deadline Hollywood ''Deadline Hollywood'', commonly known as ''Deadline'' and also referred to as '''', is an online news site founded as the news blog A blog (a truncation In mathematics and computer science, truncation is limiting the number ...
'', ''Bollywood Life'', ''
Boy Genius Report Boy Genius Report (also referred to as BGR) is a technology-influenced website and covers topics ranging from consumer gadgets, to entertainment, gaming, and science. Founded in October 2006 by anonymous web personality Boy Genius (also referred t ...
'', and others. PMC's Chairman and CEO since founding is
Jay Penske Jay Penske is an American media and publishing entrepreneur and racecar team owner. He is the Chairman and CEO of Penske Media Corporation, a digital media and publishing company he founded in 2004. Early life and education Born in New York City, ...


Founding and early years of Penske Media

Penske Media Corporation was founded by Jay Penske in 2003. It began as an
affinity marketing Affinity marketing is a concept that consists of a partnership between a company (supplier) and an organization that gathers persons sharing the same interests to bring a greater consumer base to their service, product or opinion. This partnership ...
and internet services company called Velocity Services, Inc. The company acquired the domain and was renamed to the Media Corporation (MMC). By 2008, the company owned digital entertainment properties like,, ''Movieline'', and MailTimes in addition to operating the portal and email service. In mid-2008, the company received a $35 million growth equity round of financing from a leading private equity fund. In early 2009, the company announced the purchase of Deadline Hollywood, ''Deadline Hollywood Daily'' (now known as The website had previously been operated by publisher, ''LA Weekly''. In February 2010, MMC finalized and announced a joint venture with Zee TV, one of India's leading TV networks, on the creation of the new web portal and seven other portals. The site was designed to compete with other portals like, Yahoo, and In April 2010, MMC purchased Jonathan Geller's Boy Genius Report (BGR), a tech and gadget blog, for an undisclosed amount of money. MMC moved the blog to a new URL ( and also introduced a broader spectrum of technology coverage. Geller remained the website's Editor in Chief after the sale. In September 2010, the Media Corporation announced a transaction in which they would sell the email and portal service to Germany-based, United Internet, United Internet Group, one of the country's leading internet companies. MMC would remain the primary content provider for, but the email service itself was operated by United Internet and its GMX email platform.

''Variety'', Fairchild, and other acquisitions

In October 2012, PMC purchased Variety Inc. including the weekly ''Variety'' magazine, ''Daily Variety'',, and all associated assets for a reported $25 million from Reed Elsevier. PMC received financial backing from the hedge fund, Third Point Management, Third Point LLC. Some of PMC's early changes to Variety's business plan included eliminating the website's paywall, ceasing the printing of ''Daily Variety'', and investing more in the digital platform, The paywall was taken down on March 1, 2013 and, after being published for 80 years, the last print edition of ''Daily Variety'' was issued on March 19, 2013 and a redesigned ''Variety'' magazine launched on March 26, 2013. In late 2014, PMC purchased Fairchild Fashion Media from Condé Nast for just under $100 million. Under the terms of the deal, PMC obtained ownership of Fairchild's print and digital media properties including WWD (''Women's Wear Daily''), ''Footwear News'', ''Beauty Inc.'', and others. Condé Nast had previously in 2003 purchased the assets from Disney Corporation for over $650 million. Two of Fairchild's properties, and ''W'', remained under Condé Nast's ownership. In June 2015, Penske Media Corporation formed a partnership with Shutterstock Inc. to compete with Getty Images in the categories of editorial images in the entertainment and fashion industries. Beginning in 2016, Shutterstock had an exclusive right and license to PMC's fashion and entertainment archives. The following month, PMC purchased Gold Derby, a data platform and website that utilizes user and professional predictions to predict the outcome and winners of global awards shows and events. In January 2016, PMC acquired independent film and television platform, Indiewire from SnagFilms, Inc. for an undisclosed amount of money. Michael Schneider the Editor-in-Chief of ''TV Guide'' joined as Executive Editor shortly after the PMC acquisition, joining editorial leaders Anne Thompson, Eric Kohn, and editor Dana Harris.

2017 to present; ''Robb Report'', ''Rolling Stone'', and MRC venture

In January 2017, Penske Media Corporation entered into a joint venture for the ''Robb Report'' with Rockbridge, the private equity firm of Dan Gilbert (businessman), Dan Gilbert. In December 2017, Penske Media acquired a majority stake of ''
Rolling Stone ''Rolling Stone'' is an American monthly magazine that focuses on music, politics, and popular culture. It was founded in San Francisco, California San Francisco (/Help:IPA/English, ˌsæn fɹənˈsɪskoʊ/; Spanish language, Spanish f ...
'' magazine from Wenner Media. In 2018, it expanded further into music with an investment in BuzzAngle Music. Additional acquisitions from 2017 to 2018 include SHE Media, Sourcing Journal, and Art Media Holdings which includes ''Art in America'' and ''ARTnews''. On September 23, 2020, it was announced that PMC would assume operations of the MRC (company), MRC Media & Info publications, including ''Variety'''s main competitor, ''The Hollywood Reporter'', and ''Billboard (magazine), Billboard'' magazine, under a joint venture with MRC known as . In turn, MRC will form a second joint venture that will develop content tied to PMRC publications.



PMC owns and operates ''Variety'' magazine, a trade paper for the entertainment industry founded in 1905, as well as its various digital and data platforms. PMC purchased the publication in 2012 from Reed Elsevier for approximately $30 million.

''Rolling Stone''

PMC first became the majority owner of ''Rolling Stone'' by purchasing a 51 percent stake in the company from Wenner Media in 2017, and then acquired the 49 percent stake held by BandLab Technologies in January 2019 to become its full owner. ''Rolling Stone'' is an international media brand which focuses on popular culture, now including magazines published in 15 countries such as China, Australia and the United Kingdom. The original American ''Rolling Stone'' magazine was founded in San Francisco in 1967 by magazine publisher Jann Wenner and the music critic Ralph J. Gleason. It was first known for its musical coverage and for political reporting by Hunter S. Thompson. In the 1990s, the magazine shifted focus to a younger readership interested in youth-oriented television show, television shows, film actors and popular American Top 40, AT40-based music. Under PMC, ''Rolling Stone'' became a monthly publication in America, but still mixed music coverage with politics and articles on popular culture.

''Robb Report''

The ''Robb Report'' is an American English-language luxury goods, luxury-lifestyle (sociology), lifestyle magazine featuring various products, including automobiles, aviation, boating, real estate, and watches.

''Deadline Hollywood''

''Deadline Hollywood, Deadline'', also known as ''Deadline Hollywood'' or '''' and previously known as news blog ''Deadline Hollywood Daily'', is an online magazine founded by Nikki Finke in 2006. The blog had initially been operated by publisher ''LA Weekly'' prior to being purchased by Penske Media in June 2009.

Fairchild Fashion Media

Fairchild Fashion Media is a digital media, publishing, and events company that owns multiple fashion-related content properties. PMC purchased Fairchild properties from Condé Nast in late 2014. These publications included WWD (''Women's Wear Daily''), ''Footwear News'', ''Beauty Inc.'', ''M'', and Fairchild Summits. WWD is often considered the "Bible of the fashion industry." The other properties are considered leading business-to-business publications offering news and insights into various fashion and beauty niches. is an entertainment, celebrity, and fashion news website founded and run by former ''US Weekly'', ''Marie Claire'', and ''Glamour (magazine), Glamour'' editor, Bonnie Fuller. The site targets women ages 18 to 35 and attracts an audience of 35 million visitors per month.


On April 2, 2020, PMC announced that it would launch Sportico—a new vertical focusing on the sports industry. It launched on June 30, 2020, hiring several reporters who previously worked at the sports division of Bloomberg News.

Bollywood Life is an entertainment and celebrity news website reporting on Indian popular culture. It is part of Penske Media Corporation, having reportedly attained more than 20 million monthly active users, as well as over 5 million social media followers.

Other properties

Other properties under the PMC banner include the Boy Genius Report (or, TVLine, SHE Media, and Sourcing Journal. is a tech and gadget blog originally founded by Jonathan Geller and purchased by PMC in 2010. The Gold Derby Awards (or "Gold Derby TV and Film Awards") are awards given by the website for television and film. The awards began in 2004. Owned by
Jay Penske Jay Penske is an American media and publishing entrepreneur and racecar team owner. He is the Chairman and CEO of Penske Media Corporation, a digital media and publishing company he founded in 2004. Early life and education Born in New York City, ...
since 2015, it is a brand of the Penske Media Corporation. It has also been an investor in the strategic event management company LDJ Productions since 2020.


External links

* {{Penske Media Corporation Penske Media Corporation, Magazine publishing companies of the United States Companies based in Los Angeles American companies established in 2004 Privately held companies based in California