A decade ago, the 3am Girls revolutionised showbiz reporting in newspapers. This week, 3am.co.uk does the same to the world of celebrity gossip online.
3am.co.uk takes the world famous 3am recipe of gossip, exclusives, and attitude-laden fun-poking at the world of celebs - and for the first time delivers it to a whole new audience via a brand new bespoke website.
"In 2000, 3am made everything that had gone before it in newspapers look tired and boring. Here was a fresh new attitude in reporting showbiz and the genre has never been the same since," said Richard Wallace, editor of the Daily Mirror.
"Now we've done it again - this time online. 3am.co.uk is innovative, clever, funny and brilliantly designed. We believe it will grow to become a must bookmark for highly engaged audiences wanting the very best in celebrity news and comment. And we believe the commercial opportunities in having such an audience are very exciting."
The website promises a unique voice in the world of showbiz news and gossip. Fans will be able to vote celebrities up or down from the A-List to the Z-List.
They'll also be able to pass judgement on whether outfits are working or not, if the right person was booted off the X-Factor, and, of course, who is winning in the Katie Price/ Peter Andre PR battle.
Instant breaking news will be delivered via "bleats" from the site's trademark wicked sheep.
And a special dynamic 3am.co.uk calendar will mean never again missing the unmissable. Like, for instance, the date Kate Moss's latest Topshop range hits stores.
Showbiz fans in a hurry will be able to get their 3am.co.uk fix in double quick time, by using the site's groundbreaking "3am-in-a-flash" feature.
3am.co.uk editor Isabel Mohan said: "Yes, 3am.co.uk will be breaking stories, pumping out gossip and keeping users updated on scandal, but it's the voice of the site that will keep them coming back time and time again."
The site has been developed over the last six months and will be supported by a full marketing campaign including in-paper support, TV, promotions and giveaways.
