The Daily Mirror’s gossip column is to get its own website in attempt to tap into an increasing online demand for up-to-date celebrity news.
The 3am site will seek to emulate the success of big US sites such as paparazzi site tmz.com, which broke news of Michael Jackson’s death, and celebrity blogger perezhilton.com, reports the Guardian.
But in contrast to these websites’ occasional caustic tones, the site is promising to replicate the ‘fun attitude’of the 3am newspaper column that was first launched in 2000 and became renowned for its reporters’ endless party stamina.
Under development for six months, 3am.co.uk will offer 24-hour celebrity news, video and blogs.
The launch forms part of Trinity Mirror’s aims to increase its audience of all its sites to 24 million unique users by 2011 from its current figure, by Trinity’s own estimates, of 16.6m in June.