With all of the talk about widgets and social apps of late, let

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It is amazing how fast a new brand can be built on the high speed web. TMZ celebrates its second birthday. It is now a brand associated with celebrity and raw and authentic news from Hollywood. It has a #1 best selling syndicated TV show and it is the #1 number celebrity website in terms of reach and page views. Consumers love this site as is indicated by its ever growing metrics.

It is amazing how fast a new brand can be built on the high speed web. TMZ celebrates its second birthday. It is now a brand associated with celebrity and raw and authentic news from Hollywood. It has a #1 best selling syndicated TV show and it is the #1 number celebrity website in terms of reach and page views. Consumers love this site as is indicated by its ever growing metrics.  In our original AOL Greenhouse, ten years ago, we tried to launch a similar site called Entertainment Asylum which had Brandon Tartikoff (former head of NBC) as its chairman but there wasn’t the broadband penetration we have today and there wasn’t a fully developed ad market. Less than three years ago, the TMZ plan was jointly developed by AOL and Warner and then circulated and advocated at AOL by Jim Bankoff. It was green lighted by us. We knew it was time for new, original content to be launched and scaled and TMZ was the poster child for building fast and at scale a new Web 2.0 original content brand. It was nested on AOL and the web. It has jumped to television and I bet you will see books, syndicated radio shows and the like from TMZ. I also like that TMZ has become a mini portal for celebrity-oriented info and it pioneered the blog roll and embraced the blogosphere by driving traffic to like-minded sites. I remember vividly being in a staff meeting and watching CNN show a news clip from TMZ regarding Paris Hilton

Here is the definition of Mass Hysteria. Read it and reap.