Trades

A new sign over West LA

variety-sign-wla.jpg
Photo: LA Observed

I don't know when the sign went up, but I just noticed it last week. The Variety logo that used to shine from the tallest office tower on the Wilshire Miracle Mile is now on the facade of a non-descript mid-rise on Santa Monica Boulevard in West Los Angeles. The address is squeezed between Sepulveda Boulevard and the 405 freeway, so while it's not as cushy a location and there are a lot fewer (if any) food trucks for staffers to enjoy at lunch, the sign does get seen by many thousands of commuters every day.

variety-sign-wla-close.jpgIt's too early to proclaim the 405 a media gulch of the Interstate, but the Variety sign does greet drivers just a couple of miles north of the LA Weekly sign beside the freeway in Culver City. So there's that.

Previously on LA Observed:
Former Variety tower gets new tenant and name
Variety, Deadline to sit together in West LA


More by Kevin Roderick:
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Read the memo: LA Times hires again
Read the memo: LA Times losing big on search traffic
Google taking over LA's deadest shopping mall
Gustavo Arellano, many others join LA Times staff
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NYT's Michael Cieply named editor of Deadline
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Nikki Finke looks back, Frere-Jones era over at LAT and more media notes
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LAT TV writer jumps to The Wrap and other moves on the beat