MarCom Professional

Interview: Perez Hilton

He's the most controversial blogger in the world and reportedly makes millions but Mario Lavandeira, the flamboyant gossip columnist behind PerezHilton.com, admits: "I always want more."

As his popularity continues to soar (his site is number 20 in a list of the 100 most linked to blogs) and his ambitions take him further into the world of TV, radio and film, the prolific blogger has hired his younger sister Barbara as his assistant and his mum Teresita is reportedly moving from Miami to help him out. He's also considering hiring writers for his famous site so that he can make the most of his burgeoning fame.

Lavandeira caims his website, famous for barbed snipes at celebrities like Paris Hilton and Britney Spears, regularly gets eight million hits a day, though doubters have questioned his stats.

Whatever the numbers, his blisteringly successful blog has sealed his notoriety on both sides of the Atlantic.

Gossip about musicians, actors and celebrities as well as tabloid photographs over which he has added his own captions or "doodles" are the usual fodder, while his apparent policy of "outing" closeted homosexual celebrities has left Lavandeira open to criticism from all sides.

The eldest of two siblings from a working-class Cuban-American family, Lavandeira was recently hired by ITV to give his irreverent views on hit US show Gossip Girls and has a book, radio show and film Another Gay Sequel in the pipeline. His recent trip to the UK caused a mini fuss and he hints that he may be unleashing more on his UK fans.

Not bad going for the tender age of 30.

"After the first time I got on television it was like wow my little blog is being read by a lot of people. I thought I should maybe work really hard at this because maybe I'll get on TV a second time," says Lavandeira from his flat in Los Angeles.

It worked. And he did, landing regular spots on some of the biggest US shows like The View.

"Of course, it's not really a job for me," he says. "It's where I get to express myself and be creative and entertain others..."

But how does he feel about joining the ranks of celebrities he so enjoys mocking?

"I don't like the word celebrity. To me a celebrity is just famous for being famous. I work on my website really hard," he says a touch defensively.

"I am coming out with a book in the fall, I have the film, I am doing this new radio programme, I'm gonna have my own record label and I am about to announce a new venture too." He won't be drawn on the details but needless to say, they will make waves because that's what Lavandeira does.

According to Henry Copeland, the ad sales representative for Perezhilton.com, Lavandeira's blog commands as much as $9,000 a week for a single advertisement and $45,000 for the most expensive ad package. His demographics - a largely female readership, with an average age of 26 - lure ads from fashion brands, spirits companies and Hollywood. So is he rich? "I am rich in spirit," jokes Lavandeira. "I still drive the same Toyota Camry and live in the same two bedroom apartment."

With such a hectic career and his obsessive blogging habit does he not worry about burn out?

"No, not really because I love what I do. Those days that do become a bit much and I need a break I just take a break. That's the great thing about being your own boss," he says.

"Hopefully in the next year or so I'll have people helping me because I do want to branch out and start other sites. It's not realistic to continue to work at the pace I do for the next five, ten, fifteen or twenty years. I put in 18, 19 hour days. I'd like to work like a normal person eventually, maybe ten hours a day," he adds.

Lavandeira has officially endorsed Hillary Clinton's White House campaign and was invited to the correspondent's dinner at the white house recently. He counts Paris Hilton, the star after whom his blog is named, among his friends.

But when it comes to new frontiers Lavandeira clearly thinks Britain has rich pickings.

He describes Posh and Becks as "good fun" and loves the way the Princes "go out and get drunk."

"I love British celebs. In the UK the concept of celebrity is much more attainable. In the UK the WAGS (wives and girlfriends) of the football players are really famous. Look at Colleen McLaughlin - she is very, very famous. And there are so many reality stars in the UK - it's a lot more attainable. Also, you expect your stars to go out and get drunk and misbehave. In America there is this notion of trying to perpetuate the idea that celebrities are perfect...but we know they are not."

Also posted on webfamous.wordpress.com