omg! Look who’s on top

SANTA MONICA (California): Think of the most popular brands in celebrity news, and you’ll probably come up with a small list that includes Entertainment Tonight, US Weekly 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... [read full story]                    

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