When it comes to the big business of celebrity gossip, a Hilton is cashing in, and I'm not talking Paris. I'm talking PEREZ, the self-dubbed 'Queen of Media.'
Born Mario Lavandeira, Hilton named his persona after the ultimate celebrity who's famous for simply being famous, and created one of THE most successful celebrity gossip blogs.
He embraces some celebs (he's buddy buddy with Paris) and slams others (have you seen the nasty stuff he's written on Britney?) and he's attracted a loyal following of gossip hounds. His PR people tell me he consistently gets 10-12 million hits per day, and about three million unique visitors per month.
His readership does span demographics (I just heard a story about a Manhattan attorney who starts weekly meetings with the Perez Hilton buzz), but he's particularly strong with teen and college-age women, an appealing demo for advertisers.
This Saturday Perez celebrated his 30th birthday with his 300 closest friends at the Beverly Wilshire Hotel in Beverly Hills (the hotel where "Pretty Woman" was shot.) And it was sponsored by a half dozen brands--Burger King, Lab Series, Cafe Bustelo, Roberto Cavalli Vodka, Johnson and Johnson's KY, and Hollywood Tans.