Hits: c.30,000 unique users in the first month
Future projects: Regular radio online shows
Who are the web barons?
Abi Smith, digital project manager at Warner Bothers, is the webmaster and first point of contact for PROs. Sir Michael writes a lot of the site's content, including the blog, himself, and his sons Mike and Andy also contribute copy.
Who is it aimed at?
People aged 50 and over with a slight bias towards women. Although the site is in its early stages, it is looking to become a resource for music, arts and entertainment for that age group.
Smith says the site is very open to pitches. Her plan is to have book, music, film and entertainments reviews on there - many of which will be done by Sir Michael - so she is looking to get the site established on forward planning lists. There will be scope for interviews on the site's radio show too.