Perez Hilton's New Site to Showcase His Sensitive, Thoughtful Side

Perez Hilton is launching a new website, his advertising agent reports, to "focus on longer-form, more advertiser-friendly content." Meaning, presumably, that the celebrity gossip can finally unleash his fearsome intellect.

Why is Hilton, real name Mario Lavandeira, so eager to trade his cock drawings for product placement? Perhaps because of the purported success of Microsoft's Wonderwall, a mostly toothless collection of pretty celebrity pictures that is browsed by scrolling sideways. A buzzy article in the New York Times touted Wonderwall's traffic and blue-chip advertisers and positioned it as a tame antidote to Hilton.

So Perez is trying to go blue-chip? That's almost unfathomable; the blogger's greatest asset remains his low-rent bitchiness and vulgarity. The only question is whether he figures that out before or after a fruitless effort to out-slick and out-friendly Microsoft. It, will, at least, be comical to watch.