Trinity Mirror to launch celebrity website

The Daily Mirror is launching a standalone celebrity gossip website based on its 3am column.

Previously only available on Mirror.co.uk, the new site will feature 4-hour celebrity news, video and blogs, according to a report on MediaGuardian.

3am.co.uk will have a “fun attitude” that keeps in style of the original 3am column, the report said.

News of the new site comes as celebrity sites make headlines of their own, with TMZ.com coming to the attention of the media world when it broke the story of Michael Jackson’s death.

According to the latest ABCe figures, for June 2009, Mirror Group reported an increase of 700,000 users, making it the sixth most popular national newspaper website (see ABCe June 2009: Mail Online races ahead of rivals).

Trinity Mirror yesterday revealed that its digital revenues for the first six months of the year have fallen 16.5% to £18.6 million.