Variety Web Traffic Drops 40% After Paywall Goes Up

variety04272010.jpgHollywood trade magazine Variety has seen Web traffic slump by more than 40% since enacting a paywall at the end of 2009, according to Nielsen data published by MediaPost.

The site garnered 3.2 million page views in December, the month it enacted the paywall. Since then, traffic has dropped to 1.9 million page views in March. Unique visitors fell from 745,000 to 609,000 in the same period. Variety charges $250 a year for a print subscription with online access, and the same rate for online access without the paper version.

Neil Stiles, president of Variety, has said that he expected unique visitors to decline after the paywall was enacted, and that the publication hopes to retain a “core audience” that will remain.