Source: Bonnie Fuller’s Hollywood Life on Course for First Profitable Year

In the PMC shadow of Nikki Finke, another 50-something media vet has been building a Web franchise. And today, Bonnie Fuller gets a nice profile piece in the Wall Street Journal by media reporter William Launder.

Hollywood Life launched in 2009. Towards the end of the WSJ article, Launder suggests it’s not just the comScore numbers that are looking good these days. If one particular source is to be believed, 2013 will be the PMC site’s first in-the-black operating year: has begun to show financial promise. After losing a total of around $15 million since its launch, the site broke even in the first quarter, and is projected to earn around $1 million this year, according to a person familiar with the matter.

Fuller admits that attracting advertisers is her “biggest challenge” and says Hollywood Life has ventured into the de facto realm of sponsored content. Launder doesn’t address some of the historically loose-with-the-facts tactics that HL has employed (see for example this recent item, especially the reader comments). But overall, Fuller’s in-the-trenches determination is definitely responsible for getting HL to the cusp of being a viable celebrity gossip concern.

[Photo: Lev Radin/]