The Daily Swarm

Reuters:

And then there’s the tone of his blog, notorious for scatological scrawlings superimposed on unflattering celebrity snapshots. While white marks connoting cocaine use are still occasionally dotted under the noses of this or that starlet, there’s been a discernible dialing down of the blog’s nastiness, featuring more rah-rah posts of his pet favorites ranging from Madonna to Kylie Minogue. His tastemaker bona fides have been confirmed by reported negotiations with Warner Bros. Records to get his own imprint.

There’s little doubt the self-proclaimed “gay Latino Oprah” is cleaning up his act, possibly gussying himself up in hopes of selling his mini-empire to the highest bidder but with his hand on the helm intact.

Henry Copeland, CEO of BlogAds, the advertising network that handles PerezHilton.com, isn’t about to spill the beans on Hilton’s next move. But he believes his client has just begun tapping his potential in the media marketplace. “When you’ve got this incredibly loyal core audience, of course you’re asking yourself, ‘How do you extend the brand?’”

AP:

The celebrity blogger, whose real name is Mario Lavandeira, will be the star of twice-daily radio minishows that begins broadcasting on May 5, The Wall Street Journal reported Wednesday on its Web site.

“It will hopefully introduce me, potentially, to a whole new audience,” Hilton said.

The three-minute-long radio shows will air during morning and evening drive times in Los Angeles, New York, Chicago and other big cities, with more markets planned for the next few months, the paper reported.

The show, “Radio Perez,” represents another step toward media ubiquity for the blogger, whose Web site routinely posts salacious details about gossip targets such as Britney Spears and Lindsay Lohan.

A feature film featuring Hilton is due out this summer and a book by the blogger is in the works. Warner Bros. Records and Hilton are also reportedly negotiating a development deal that would make him an executive on the label.

Guardian UK:

Salacious US celebrity blogger Perez Hilton will be writing for ITV‘s website from this week, recruited to help promote the new ITV2 show Gossip Girl.

Hilton – real name Mario Lavandeira – will be writing a weekly column after each episode of the New York party girls show, throwing in his trademark celebrity gossip.

Gossip Girl is broadcast on digital channel ITV2 on Thursdays at 10pm.

Hilton’s first column will go up on the ITV.com website on Wednesday, April 9, alongside Gossip Girl galleries, interviews and a catch-up service.