Who are the web barons?
Isabel Mohan, sister of new Sun editor Dominic, has been made editor of the gossip website, which aims to build on the success of the Daily Mirror’s infamous celebrity gossip section.
Get the tone right
The tagline, ‘Gossip gone toxic’, highlights the tone of the blog-based site. ‘It is cheekier than in the paper and you can get away with more humour online. We are taking the mickey, but in a reasonably affectionate way,’ says Mohan. Celebrity news, gossip and video, hot deals and a diary section all feature.
Mohan welcomes input from PROs and the diary section offers a chance to highlight products and events. ‘There’s no harm in telling people when things are on,’ says Mohan.
Launched 17 August
Staff Small team plus contributors from the Daily Mirror
Unique users No figures yet
PR friendly score 6/10