http://www.reuters.com/article/2008/04/09/us-perezhilton-idUSN0842540220080409
That’s evident enough if you’re one of the millions of mostly twentysomething females who make his salacious salon for celebrity gossip a daily destination. Slowly but surely, a slicker, trimmer Perez is replacing the bloated, scruffy version that first rose to fame as Hollywood’s favorite online gadfly.
“This summer I want to frickin’ jog shirtless in Malibu by the Fourth of July,” Hilton, 30, announced in a video on PerezHilton.com (www.perezhilton.com).
But Hilton, whose real name is Mario Lavandeira, is whipping more than just his body into shape; his brand also seems to be undergoing a subtle transformation.
He made his jogging goal public on a recently added video component to his site, which began running advertising this week. The so-called “queen of all media” also has been logging plenty of TV time lately, making his debut on MTV’s “TRL” on Monday; he also has his own occasional series of branded specials on sister network VH1; and he is set to make a cameo on “Family Guy” next season.