Under the stewardship of industry-lightning rod Bonnie Fuller, HollywoodLife.com relaunched on Tuesday with a more arresting, pink presentation and new social media elements. Targeting women 18-35 years old, the site is a destination for sensational celebrity and entertainment news as well as a platform for reader conversations about lifestyle, health, fashion, and beauty.
"The site's interactive nature allows for a more immediate, emotional connection between readers and myself," said Fuller, president and editor in chief of HollywoodLife.com since July. "It's a place that offers the right mix of news and opinion where women can express themselves and ask their own questions."
HollywoodLife.com sponsors include Old Navy, Sony Pictures, People's Choice and WE tv. The site also entered into content-sharing partnerships with iVillage, which will enable the distribution of Hollywoodlife.com's content across the iVillage network, and the cross-pollination of both sites' "experts."
HollywoodLife.com will also partner with AOL Popeater, a pop culture news site owned by the soon-to-be-independent company.
A longtime magazine editor, Fuller has been credited with sparking the current pop-culture celebrity rest. She held EIC jobs at Cosmopolitan, Glamour, Star and Us Weekly.
"HollywoodLife.com is much more than just a next step in my career," said Fuller. "It's the next step in my relationship with the female audience."
HollywoodLife.com is part of portfolio of lifestyle brands owned by Mail.com Media Corporation, which was founded by Jay Penske in 2004. Other titles include OnCars.com, MovieLine.com, Deadline.com, and Fan.com.
"It would be hard to find a better partner in building a lifestyle media brand," Penske said of Fuller. "She has such an incredible sense of audience and how to make her content not only addictive, but conversational."