To do that, Fuller’s 19 Entertainment paired with entertainment website operator Buzzmedia to produce a campaign in the form of a six-webisode series that revolves around the contestants and Ford Motor Co.

As a promo tool for its own sites, the effort prominently features Jared, the name behind popular celebrity site JustJared.com, as the campaign’s host, with the blogger appearing in several installments that launch today and roll out over the next two months.

Buzzmedia had to juggle the goals of two companies as it hyped the goings-on of the “Dream” house: 19 Entertainment wants to drive traffic to its show and build a following with that viewership, while Ford, which has been a major sponsor of “Idol” over the years, wants to up the exposure of its new small Fiesta among younger consumers.

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The Temper Trap at BUZZMEDIA's Pre-Lollapalooza Bash

BUZZMEDIA got the Lollapolooza party started early on Thursday, August 5th with a private soiree at Chicago’s Angels & Kings with help from Aussie quartet, The Temper Trap. The “Sweet Disposition” band rocked a packed crowd of over 200 fans with a taste of what to expect this Sunday from their first ever Lolla set.

We can’t wait to bring you the buzz from this year’s Lollapalooza!  Check out Idolator, Buzznet, AbsolutePunk, and Stereogum for the latest coverage from the hottest summer festival around.

“Lollapalooza week felt like the perfect opportunity to reach out to the Chicago marketplace,” said Doug Rohrer, BUZZMEDIA’s Chief Revenue Officer. “BUZZMEDIA is all about pushing the best music forward and we’re thrilled to have festival headliner The Temper Trap join us for a private show. Chicago is a key market for any publisher and we wanted to show our sincere appreciation for the partnership extended to BUZZMEDIA by this community.”

The music sites that now define the BUZZMEDIA music offering have contributed significant growth to the BUZZMEDIA audience over the last quarter. The company’s music properties are leaders in their respective genres and include Stereogum, Buzznet, Idolator, PureVolume, Gorilla vs. Bear, Absolute Punk, and The Hype Machine.

BUZZMEDIA has long-standing successful relationships with numerous advertisers based in the Chicago and Midwest region, including JCPenney and Kimberly-Clark, to whom they offer unprecedented levels of engagement across the well-loved brands in their portfolio of pop culture sites.

About BUZZMEDIA

BUZZMEDIA is the web’s fastest growing entertainment publisher reaching more than 50M monthly pop culture, music and celebrity enthusiasts worldwide. Its influential and authentic social media properties afford brand advertisers unique access to impassioned and engaged audiences through a blend of professional editorial, expert opinion, user contributions, and customized marketing solutions. BUZZMEDIA’s more than 40 category-leading brands include Buzznet, Celebuzz, Stereogum, TheSuperficial, Absolute Punk, JustJared, WWTDD, GoFugYourself, SocialiteLife, Idolator and the official sites for celebrities like Britney Spears, Kim Kardashian, Nicole Richie, and others. For more information, visit buzzmedia-inc.com.

We are looking to add members to our team immediately, who can dive right in and participate in our development process, and be an integral part of the launch of an exciting new venture. Interns at BUZZMEDIA will see, first hand, the process of developing and creating dynamic content for one of the fastest growing entertainment publishers online.

Positions are available in several departments, including: writing, producing, social outreach, marketing, publicity and product development. Internships are non-paid, but are eligible for school credit.

Please send resume to Gillian Sheldon gsheldon(at)buzz-media.com

As the largest celebrity community on the web, ONTD!’s editorial team will closely collaborate with BUZZMEDIA editors to create and cross-promote content to BUZZMEDIA’s user base of 55 million highly social, pop culture fanatics worldwide.  In addition, BUZZMEDIA will work with ONTD! to create integrated marketing programs and customized campaigns grounded in user participation and self-expression.

Welcome to the BUZZMEDIA family ONTD!

ONTD! users submit hundreds of stories a day, which are filtered and curated by the ONTD! editorial staff to produce what has been called “gossip on steroids.” Minute-to-minute updates are discussed and shared by millions of ONTD! fans. ONTD!’s 2.6 million mostly-female monthly users participate in the hottest topics of the day, creating and sharing stories across ONTD! and other social networks, resulting in an unrivaled level of user engagement. With more than 8 page views per visit, ONTD! has regularly won the Best Gossip Blog Award at Weblog Awards, beating out sites like TMZ and Perez Hilton and been profiled in O, the Oprah Magazine and Life & Style.

The partnership with BUZZMEDIA will enable ONTD! to further develop its reach and the socially programmed experience on ONTD!. The site will undergo a redesign later this month, which will include more sharing tools and a better overall user interface and experience for members and viewers. ONTD!’s editorial team will closely collaborate with BUZZMEDIA editors to create and cross-promote content to BUZZMEDIA’s user base of 55 million highly social, pop culture fanatics worldwide. In addition, BUZZMEDIA will work with ONTD! to create integrated marketing programs and customized campaigns grounded in user participation and self-expression.

BUZZMEDIA publishes some of the top pop culture brands on the web, including Celebuzz, Just Jared, TheSuperficial, What Would Tyler Durden Do, Socialite Life and GoFugYourself.  The addition of Oh No They Didn’t! to BUZZMEDIA’s entertainment portfolio further strengthens the company’s position as the web’s leading entertainment publisher.  “Oh No They Didn’t! is one of the web’s earliest and most ‘social’ content communities online, and we’re thrilled to be part of this ground-breaking partnership,” said Alan Citron, President of BUZZMEDIA.

“Oh No They Didn’t! is the largest entertainment community on the web and the most popular on LiveJournal, so it’s naturally a top priority for us,” said Anjelika Petrochenko, GM of LiveJournal US, the parent company of ONTD!. “BUZZMEDIA has a solid track record for growing brands, and we’re very excited to become a part of the BUZZMEDIA family, roll out new features, and continue to improve the overall experience for our members.”

Doug Rohrer, BUZZMEDIA’s CRO said: “At BUZZMEDIA we talk a lot about the influence that authentic voices have among their audience; ONTD! is a very unique publisher in that the audience is the authentic voice and its members are the ones dictating what’s important in the world of pop culture every day. Its size, taste-maker audience of millions, and the extensive time spent are validation of the influence we look forward to sharing with our marketing partners.”

About BUZZMEDIA

BUZZMEDIA is the web’s fastest growing entertainment publisher reaching more than 50M monthly pop culture, music and celebrity enthusiasts worldwide. Its influential and authentic social media properties afford brand advertisers unique access to impassioned and engaged audiences through a blend of professional editorial, expert opinion, user contributions, and customized marketing solutions. BUZZMEDIA’s more than 40 category-leading brands include Buzznet, Celebuzz, Stereogum, TheSuperficial, Absolute Punk, JustJared, WWTDD, GoFugYourself, SocialiteLife, Idolator and the official sites for celebrities like Britney Spears, Kim Kardashian, Nicole Richie, and others. For more information, visit buzzmedia-inc.com.

About LiveJournal

LiveJournal is one of the world’s most respected community publishing platforms. Since its launch in 1999, LiveJournal has become the online home to a wide array of creative individuals looking to share common interests, meet new friends and express themselves. LiveJournal encourages community and personal expression by offering users both a user-friendly interface and the ability to deeply customize their journal. The site allows users to set up their own virtual diary and communicate with their friends by posting and receiving comments on each other’s
entries. In many countries the site’s most popular functionality is the community aspect which allows users to engage each other on issues of common interest.

LiveJournal has registered more than 20 million accounts since its founding, and currently has a worldwide monthly audience of 28 million (Omniture, TNS Gallup). LiveJournal Inc. is headquartered in San Francisco, CA. For more information, please visit LiveJournal.

Watch the video here.

The addition of these properties makes BuzzMedia the single largest independent publisher of music content on the web, according to comScore Media Metrix. Buzzmedia is already a fast-growing entertainment publisher and is behind such properties as Go Fug Yourself.

Services of the websites acquired range from providing fully legal mp3 downloads to live music coverage and introducing emergent artists.

But Tyler Goldman thinks the real moneymaking opportunity is in the deep dive, publishing endlessly about topics that lots of people care about. (Pop stars and music, anyone?)

So far, the idea has worked out. After Mr. Goldman’s social network, Buzznet.com, went live in 2006, it spawned a company, Buzzmedia, that now owns three dozen music and celebrity sites, including Celebuzz.com (a celebrity gossip blog) and Stereogum.com (alternative music news).

It’s akin to the financial world, said Mr. Goldman, Buzzmedia’s chief executive: “If you care about natural gas in Kazakhstan, you’re getting 60 articles about it. People have the same passion for Britney Spears.”

Now, the network is adding six sites to its arsenal, either as a partner or as a full owner, including PopMatters.com and Gorilla vs. Bear (gorillavsbear.blogspot.com), a site dedicated to independent music. The other additions are ConcreteLoop.com, PureVolume.com, RCRDLBL.com, and the Hype Machine (hypem.com).

This kind of “blockbuster strategy” — focusing on hits rather than the breadth of products — has a future in the digital age, according to a 2008 report by Anita Elberse, an associate professor at the Harvard Business School. In the markets she looked at for her study, music and videos, the most popular products, captured even more of the market than they previously did.

The company, which is based in Los Angeles and has a handful of other offices, employs 115 people full time. Of those, 60 help produce editorial content, much of it curated from material floating online. Hundreds of “super” users also provide content.

For people interested in a topic like alternative music, Mr. Goldman said, an online search can be inefficient, sometimes requiring several clicks. What his sites can provide, he says, is a one-stop experience — and that entices people to come back daily, making the sites themselves less reliant on the occasional vagaries of search engines.

So far, Mr. Goldman’s instincts have paid off. In April, Buzzmedia’s sites had 16.5 million unique users, according to comScore. The new additions, he said, could add a couple of million more.

On the site now, users will be able create a custom content feed when they follow other users or follow communities around topics that appear on other contributors’ blogs. The ability to follow a user means tapping into their own content and sharing channel on Buzznet. Users will then see updates in a news feeds from the people they follow on their homepage and in the footer that follows them around the site. Users with the most followers will be trending under “most followed” on the Buzznet homepage.

Buzznet has also included a trending topics section to their homepage that features the most popular features and topics on the network. The new reblog feature allows users to create a channel that reflects their personality and taste without having to post any original content.

Users can also now add multimedia to comments and the site includes Facebook Connect. To oversee this new version of the site, Buzznet has named magazine exec Aviva Yael as editor.

Clearly, Buzznet is remodeling its site with inspiration from Facebook and Twitter. According to Compete, Buzznet got around 2.3 million unique visitors in March, which isn’t too shabby for a niche social network. It still remains a question, however, if Buzznet will be able to replicate the engagement on Twitter or see any more substantial growth as Facebook takes over the world with its 400 million plus userbase.