• mocoNews.net, Tuesday, September 16, 2008 9:15 AM

In a celeb-obsessed world, the cellphone is fast emerging as the perfect tool for keeping abreast of gossip. Several gossip magazines and Web sites are turning out mobile versions, and their runaway audience numbers are reshaping existing media properties.

TMZ, which launched a mobile site in April 2007, had 1.1 million visitors to its site in July, per Nielsen Mobile. People magazine is dumping the subscription fee for its mobile site in November, hoping that easy-to-use mobile content will drive similar traffic to its web offering.

Both People and E! say that cellphone audiences evolving. They are no longer just early adopters, but are increasingly mainstream, and "middle-aged."

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