Choosing its celeb of focus has been a huge winner for lalate. While Perez Hilton bows to The Beckhams, and TMZ loves Paris Hilton, lalate news is coming up Kim Kardashian.
lalate news (http://lalate.wordpress.com) in just two weeks has become the fastest growing celebrity news website with a stratospheric rise. The irony, however, is it’s been purely by accident.
Its breaking stories headline Google news just three minutes after being written. It’s scooped big exclusives on pictures inside Britney Spears’ mansion and on the Ving Rhames dog bite investigation. It’s been the goto news source for news outlets on Kim Kardashian after she inked a deal with Ryan Seacrest and E! Networks. And with thousands of readers doubling daily, lalate is redefining how celebrity news is being reported online.
Lalate reports celebrity news in a new format, carving a niche it calls “fresher, edgier, more positive, and to the point.”
lalate's exclusive: Britney Spear's nursery (MLS)
First, with lalate the reader lives the story.
Lalate tells readers about celebrity breaking news before it happens and gets them into the party to experience the story live yourself. Case and point - in July, readers could do better than just see pictures of Kim Kardashian on competing news sites; with lalate news, they could have partying with her at an exclusive Hollywood bash.
prophet
Second, lalate’s news is faster, blazing fast.
Kardashian was spotted in New York cities’ Butter nightclub. Lalate inked the story and published it close to midnight. And by morning, lalate’s story was in USA Today.
Third, lalate lets readers, not publicists, choose which celeb to write about.
Lalate watches daily which celeb pulled in the big page reads and which didn’t; the winners can get as many as three more articles the next day. Out for lalate – Lindsay Lohan. In – Jessica Alba and Reggie Bush.
Men's Fitness
Choosing its celeb of focus has been a huge winner for lalate. While Perez Hilton bows to The Beckhams, and TMZ loves Paris Hilton, lalate news is coming up Kim Kardashian. lalate has had the golden touch in carrying other top celebs that don’t even get their own category on TMZ or Perez.
Hollywood Scoop
But news was not always the faire for lalate.
lalate had always done news, but never called it that.
www.lalate.com (which differs from its news site) had been around since 2002, as the world’s largest nightlife site, getting more young adults into celebrity parties than any other American company. An estimated 30,000 parties have been carried by lalate, nearly 6,000 in 6 countries per year.
But in that time, lalate.com had never thought of itself as writing news, even though it was doing exactly that. For five years, lalate sent privately via email to its exclusive readers, about 10,000 of them, nearly 300 weekly newsletters about nightlife, fashion, events, and trends. Very few of its articles had been released publically.
However, in 2005, one of its stories went public, a big way. The article was “Taoted Next Number One Nightclub” about a yet to be opened $20 million plus venue in Las Vegas. The venue was Tao, a spot no one had heard, or even knew how to pronounce, until lalate carried the scoop. Tao later opened, became Vegas’ top venue, and lalate’s news article was the goto article, remaining the top news article about Tao for three months on Google News.
But by 2007, lalate was annoyed by the growth of celebrity sites that saw themselves as authorities on nightlife . “What the world do they know?“
In what lalate called “a rush”, on July 21, 2007 it launched lalate news. “We thought maybe twenty or thirty people would read our stories per day. We’d be happy with that.” Add a couple zeros to that - in truly Hollywood fashion, lalate had a surprise hit.
Lalate news suddenly found itself carrying celebrity exclusives no other news sites were carrying; pictures inside Britney Spears’ mansion, including her would-be nursery; articles on Jeff Goldblum; and a huge break on the Ving Rhames dog-attack case.
The Los Angeles based lalate plans to syndicate its daily column. Also in the works, a television series based upon the news site.
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