LALATE NEWS has become America’s fastest growing celebrity news site by doing something utterly revolutionary for celebrity news: being positive.

By its fifth month, LALATE was already generating more daily readers than websites for 90% of U.S. local news stations (even New York and Los Angeles) and virtually every celebrity news TV show and publication.

But in building unprecedented popularity, LALATE was at the same time revolutionizing the news industry, changing the business of reporting celebrities.

“LALATE today has already has more readers daily than companies in the business for several decades. Americans are turning to LALATE in skyrocketing numbers. LALATE treats Hollywood like CNBC treats Wall Street; LALATE is the leader in REAL celebrity news,” says the news site.

LALATE’s approach to reporting is “from the heart”, not “from below the belt”. Its message, that is captivating America, is simple: more positive, honest, and comprehensive on celebrity news. “You will read daily on LALATE more celebrity stories, faster, more in depth, about more celebrities, a greater range of celebrities, than anywhere else.”

LALATE covers celebrity news in a hard news reporting approach, breaking stories all hours of the night, seven days a week. The comparison to CNBC with Wall Street is exactly how LALATE sees itself with Hollywood.

LALATE (that is pronounced “L.A. Late”) covers from Hollywood a spectrum of celebrity news stories, so wide, it never seems to end, with in depth analysis, reviews, and projections that delivers reporting twenty four hours a day. “Readers demand more than 13 words of text being called a story. They don’t want Pictionary. They want news. Exciting and fun. In depth. With analysis.”

But what perhaps sets LALATE apart foremost – its opinions.

Case in point: Clay Aiken. LALATE’s competitors spend their entire collective energy on his alleged impregnation of a friend, with no coverage of his music (in fact, you wouldn’t even know he has a new album out). What does LALATE do? LALATE doesn’t just review Clay Aiken’s music, it reviews his entire album, Aiken’s UNICEF charity work in Somalia, reports on his rankings (four out of the top most played songs on AOL, a current record), and if that’s not enough, LALATE does an entire video broadcast on Aiken the musician.

To date, “eLATED for Clay Aiken” on LALATE TELEVISION (yes, LALATE has its own tv broadcasting channel too) has been the most watched Clay Aiken news video on Daily Motion and Brightcove.com, ever. And if you think that transfers to big numbers for LALATE, you’re exactly right. LALATE is the number one ranked celebrity news site for celebrity Clay Aiken.

And it doesn’t stop just with Aiken.

Demi Lovato to Neil Diamond, Broadway to Las Vegas, Melrose to Madison Avenue. If it’s Hollywood, if it’s celebrities, it’s definitely LALATE.

Having already achieved the top 5,000 website in the world after 10 months, what’s next on the horizon?

“LALATE will become the most read and most respected name in celebrity news this decade. It may take 6 years. It may take just 6 more months. We’re not even 1 year old. But when you have amazing fans like LALATE does, you can get big fast; very, very fast. This is just the beginning of something very exciting.”