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SOMETHING IS DOING WELL: People.com is known for its up-to-the-minute celebrity news, but as the site continues to diversify into more verticals, it has also found ways to score new advertisers. Its style vertical, for example, has 100 million monthly page views, and has recently lured advertisers such as Tiffany & Co. and Neiman Marcus. The site is also showing visitors how to purchase the styles worn by celebrities, which, by the end of this year, will result in $1 million in merchandise sales thanks to people.com.
The Web site has also pushed into further diversification with a new baby blog, which has resulted in advertising from Similac, a brand of infant formula. Fran Hauser, president, digital style and entertainment group, said advertising on people.com will be up 46 percent this year and 25 percent alone during the fourth quarter. The site’s top three categories, toiletries and cosmetics, entertainment and consumer packaged goods, shouldn’t be hit as hard as others, she noted. Mark Golin, editor, said that unique visitors for October were 8.6 million, compared to 6.3 million in October 2007. — Amy Wicks