Bonnie Fuller to run Hollywood Life site

Site will relaunch with a celebrity-friendly tone

A year and change after stepping down from American Media Inc., controversial ex-tabloid queen Bonnie Fuller has landed a new gig as president and editor in chief of HollywoodLife.com, which she plans to relaunch with a celebrity-friendly tone.

The site is part of entrepreneur Jay Penske's Mail.com Media Corp., whose portfolio of celebrity/etertainment sites includes Nikki Finke's DeadlineHollywoodDaily.com and Movieline.com.

The legendary editor revitalized Wenner Media's Us Weekly and American Media Inc.'s Star magazine after editing powerhouse titles like Glamour and Cosmopolitan.

Since stepping down as vp, editorial director of American Media in May 2008, she's been making media appearances, blogging about celebrity media and exploring starting a new Web site for women, a proposition that proved difficult in the recession.

"I spent a lot of time looking at ways to get my vision in place, and this just seemed like a perfect fit and (way to) get a running start at building a unique, celebrity-focused Web site for women," Fuller said in an interview.

HollywoodLife.com is dwarfed by sites like Yahoo's OMG and Time Warner's TMZ. But Fuller said she's not put off by the competition. "I always find a new way to talk to my audience based on what's needed for that audience," she said. "If I didn't feel I could compete very strongly, I wouldn't be doing it."
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