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Why Entertainment Mags Love the Net

Entertainment magazines are one of the few media outlets benefiting from the transition of content from print to online.

Executives at People magazine say the magazine's site People.com clocks 830 million page views a month. Readers will come to People.com for coverage of an event or a star "and then click through to look at seven months worth of dresses that celebrity has worn," says editor Mark Golin.

Entertainment editors say the Internet gives them the welcome ability to respond quickly. Depending how much attention a story is or isn't getting from viewers, they might change how it is written or where it is positioned.

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