CAMPAIGN-I: Behind the hype - Celebrity news from who knows where Popbitch offers hilariously torrid celebrity gossip with no restrictions on editorial

Popbitch was once one of the best-kept secrets in the media world -

providing hilarious, bitchy celebrity news and salacious gossip. The

site was once the talking point of anyone in Soho with an ounce of

street cred and a sprinkling of digital nous.

The non profit-making Popbitch began as a 'laugh' among its three

anonymous founding members, and the small, cyber crowd has now grown to

massive proportions. In fact, so great is the site's popularity that it

melted Popbitch's server and 'Bitchaid' was born - an initiative aimed

at raising enough money for another server for the company due to its

ever-increasing subscriber base.

According to sources at Popbitch, this goal has been reached and the

site will continue for the foreseeable future.

As well as sending out regular e-mails updating us on the latest in the

torrid celebrity world (all of which is utterly true and none of which

is fabricated for the sake of humour), the message board is also an

essential gossip forum for any self-respecting media whore.

Whether you believe that Geri Halliwell superimposed her head on to a

model's body for her new It's raining men video is up to you, but it

makes for amusing reading.

Site characteristics Basic and unsexy but its simplicity emphasises the

quality of the content. This site would be an advertiser's dream - if it

took advertising, that is.

Target audience Recent press reports suggest that Popbitch is becoming

too popular for its own good, and that the once underground, irreverent,

subversive editorial and readership has been infiltrated by Joe Bloggs

and the like. Well, they obviously lower the tone.

Funding There is none, and even if there was I'm afraid that information

is confidential.

Marketing Nothing but word-of-mouth - one of the best examples of the

power of viral marketing.

Competitors There's nothing quite like it. Lack of advertising,

ownership or revenue gives the site unlimited editorial freedom, putting

it head and shoulders above any other showbiz and entertainment



Started off as a laugh, the only threat to the site now is the level of

its own success. - Excellent prospects.

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