Omg! Positive tone boosts Yahoo celeb site to top

and People. Consider the most successful celebrity news destinations online, and something else jumps to the top. For more than a year, one site has attracted more eyeballs than any other in the realm of celebrity gossip: Yahoo Inc.'s omg. With a dedicated staff of just five people, and more than a dozen shared with other Yahoo sites, the company has settled on a formula that Yahoo Media Group head Jimmy Pitaro calls "highly profitable," though Yahoo won't reveal details. The fact that Yahoo's entertainment site outdraws rivals that aim to break news ___ such as TMZ.com, which broke the news of Michael Jackson's death ___ helps illustrate that success online doesn't always mean being first and having exclusives. It also marks a rare success for the struggling Internet portal, which has shed thousands of employees and... [read full story]                    

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