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LOS ANGELES — Variety.com has topped HollywoodReporter.com as the industry’s most-read entertainment business news website for the first time since Penske Media Corporation bought the company in 2012.

Variety.com reached 12.556 million unique visitors in the month of March, according to ComScore’s monthly worldwide multiplatform measurement, edging out HollywoodReporter.com and also surpassing leading websites covering pop culture, including VanityFair.com and TheNewYorker.com. This milestone month is just shy of the brand’s best traffic results, which came in January 2016 when Variety.com attracted 12.613 million unique visitors.

Variety.com’s performance in March represents growth of 34% versus traffic for the brand in the same period last year. Traffic also grew 9% in the first three months of 2016 at a time when other brands including HollywoodReporter.com have seen month-to-month declines.

“The outstanding performance of Variety.com in March is yet another sign of how far this website has come since Penske Media Corporation took the brand out from behind a paywall several years ago,” said Variety co-editors-in-chief Andrew Wallenstein and Claudia Eller. “This incredible growth would not be possible without the hard work of Variety.com editor Stuart Oldham, his team and the entire newsroom.”

What’s all the more notable about Variety.com’s success in March is that these audience levels were achieved with a mix of content that reflected the publication’s core mission of serving readers in the entertainment industry with actionable news and information.

Growth has also been fueled by Variety’s robust presence on Facebook and Twitter, where each of its branded accounts have surpassed 1 million followers.