They say because we haven't got a cold war on, all people care about is Catherine Zeta-Jones. St Johnston and Trinity Mirror Digital's managing director, David Clarke, feel that the ability to update the site 24 hours a day gives them a unique ability to capitalise on readers' interest in the day's breaking celebrity news. It's worth noting that in spite of Procter's optimism about the market for celebrity gossip, Peoplenews axed its chief executive, Kelly Moulton, two editorial staff and several technical staff in November. Although she claims the venture is on target to make profit very soon, there is speculation that funding may have dried up. Johnston also believes developments in mobile services will dovetail nicely with the growing appetite for gossip.
People waiting for the bus want something to fill in the time.
Mobile is the ultimate time killer. Trinity Mirror's huge regional newspaper network, with access to the archives of papers including the Daily Record and Scottish Mail, the Birmingham Post and Mail, and Liverpool Echo, adds opportunities not just for compelling local content but for e-commerce partnerships. If you want to find out where your nearest ATM is, or you want to book a table at a Chinese restaurant, mobile is excellent, and we can provide really compelling local content. But whether this strategy will translate itself into online audiences, and more importantly, online revenues, remains to be seen. Ben Hedges, former head of sales for what was Trinity Mirror New Media and now managing director for new media training consultancy It Counts, adds that although celebrity is a big audience pull, it doesn't necessarily translate into cash.