Media: The Editor's Desk - Mr Holy Moly, HolyMoly.co.uk

- Describe the site.

It's the alternative entertainment news. It's quite potty mouthed - we say it like it is. It doesn't cut any corners. And it shows that being a celebrity is a stupid job.

- What can we expect from your imminent relaunch?

We've got a full review section covering TV, film and gadgets, a massive picture gallery and Holy Moly TV presented by Matt Edmondson. We have our own friendly pap guys and will launch with 200-300 exclusive clips. We will have a weekly show every Friday. We will also have quick-fire Q&As with celebrities and the longer 'when HM met ... ' showbiz interviews.

- What makes a great story for Holy Moly?

Preferably an exclusive. Embarrassing sex, rashes, faux pas, fights, drunk and druggie behaviour.

- Of which story are you most proud?

I broke the Madonna divorce story back in June. I even narrowed it down to the week she would announce it.

- What are your pet PR peeves?

When PROs send me an 'amazing viral'. Or shoehorn a product into a piece of gossip. They'll send me an email from a random hotmail account saying: 'I saw Lily Allen coming out of the Groucho Club last night. She told me she liked her lip gloss.'

- How can PROs make your life easier?

By offering competition prizes or sending me stuff to review - holidays and so on. And by being honest.

- What are your media must-haves?

I read Word magazine, NMA.net and the tabloids. Online I read Dusted, Popjustice and What Would Tyler Durden Do?

Deadlines: None, site updated instantly
Contact: Reviews - reviews@holymoly.com
Gossip - MrHolyMoly@holymoly.com
Unique users: One million a month
Relaunch date: 28 October

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