Perez Hilton launches his new website, CocoPerez.com, on Thursday. If you go to the website now, there’s only a blank page and a login. But I’m sorta computer-savvy, and his developers clearly are not, and so I poked around a bit to get a first look at the homepage. The rumors have been that this is going to be a website targeting women around the 26-year-old demographic, using “longer-form” editorial content, but what it looks like to me is PerezHilton.com but focusing on the fashion world. I mean, in some of these posts, he’s still drawing on photos. (I think he’s trying to remain true to the brand, but it doesn’t play well with the “more mature audience” concept. Drop that part, Mario.)
The longer-form editorials appear to consist of a paragraph or so more than his traditional pieces. For instance, he ran this piece about the new Harvard clothing line on his current site. The mock-up for the new site includes that same article, but with the last paragraph expanded to say this:
This is all fine and well, but there is one lingering question: why?? This is from so far left field. We would understand if The New School or RISD or any number of artistic/fashion focused schools launched a line – it would still be unusual but at least a logical progression. But this?? This is just so random. Especially since Harvard isn’t exactly thought of as the apex of fashion. This is like Janet Reno announcing she’s launching a line of lingerie. You just can’t get your head around it because it’s so…bizarre.
Well, at least they’ve got our attention!
Ohhhhhh man. Mario, dude, you’re not cut out for “longer-form” editorial. The more you “write,” the more obvious it becomes that you’re a gossip hound and famewhore, but clearly not a “writer.” This concept doesn’t play to your strengths; rather, it exposes your weaknesses. Tell ya what, buddy: You stick to short-form editorial and the Fidel Castro beat, and I’ll handle being funny and insightful for the both of us. Side note: Want me to manage your IT department, too?