Zacktaylor.ca satisfies Canadian demand for dish
Celebrity gossip site integrates advertising into content to reach 14-to-25 female demo.
Former child prodigy and radio DJ turned celebrity blogger Zack Taylor has launched an eponymous Canadian celebrity gossip site, ZackTaylor.ca.
The 21-year-old Taylor, who got his start as an intern at Toronto radio station The Fan 590 at the age of 15, sold his first Canadian-focused celeb gossip site, www.isthishappening.com, to Hot or Not, and subsequently relaunched it as www.hotornotgossip.com in August last year. About a month ago the two parted ways and, like American gossip god Perez Hilton, Taylor rebranded the site under his own moniker in December.
According to Taylor, the blog averages nearly a million views a month from surfers looking for the latest details on everything from naked NHL players to dating Disney stars. In addition to banner ads and other traditional online advertising opportunities, Taylor takes his cue from the celebs themselves, making endorsement and product placement deals with brands trying to reach his trend-obsessed 14-to-25-year-old female-skewed audience.
Taylor, who has strutted on the red carpet at the Oscars, American Idol and the Teen Choice Awards, has integrated sponsored content on subjects including jeans, Gibson guitars, local Toronto parties and gadgets such as the Flip camcorder into his site posts. In the coming weeks the site will also incorporate sponsored links in stories, as well as casual sponsored video interviews with Rogers Wireless reps discussing the latest must-have cellphones, combined with special offers. ‘We sit down with a company and talk about their products and make it relevant to consumers,’ says Taylor.