«GOOD BUSINESS IS THE BEST ART»

I deal with an awful lot of bloggers, and a lot are smart," said Copeland. "Perez is brilliant. It's a classic success story for the post-publishing environment, in which you've got a very low overhead, and a really dynamic relationship with your readers, and advertisers get that and go for that."Copeland would not disclose Hilton's ad revenues but said the site commands as much as $72,000 for a single 24-hour wallpaper-style ad that incorporates the banner logo across the top of the site. Nailing down traffic figures is notoriously hard because there are so many ways to calculate them. Copeland said the site gets more than 10 million unique visitors per month and 300 million page views per month (although Copeland's own website tells advertisers the site gets 246 million page views per month).On Twitter, Hilton ranks around 20th in popularity. His 1.2 million followers make him less popular than Kim Kardashian (1.6 million) but more popular than Mariah Carey (1 million). There is no question that Perez Hilton is read by millions, is rich and is getting richer.Reader surveys show that the typical Perez Hilton reader is a 26-year-old college-educated white woman who seldom goes to church, is a Democrat and does not shop at Wal-Mart. His new website, he said, will be squarely aimed at her, though he would not reveal more. Copeland said the new site is a response to advertisers asking for something different.

Los Angeles Times
August 7 2009