In case of the most popular brands in celebrity news you will find Entertainment Tonight, US Weekly and People at the top but when it comes to most popular celebrity news destinations, online Yahoo Inc.’s omg leads the list. It has been more than a year, this sites has received more visitors than any other in the celebrity gossip space.

Would you believe it if we tell you that it only has a dedicated staff of just five people? About a dozen people help them who are shared with other Yahoo sites. Yahoo says it has settled on a formula that Yahoo Media Group head Jimmy Pitaro calls “highly profitable.”

This success at least clearly shows one thing – breaking the news first and having exclusives what sites like TMZ.com (it broke the news of Michael Jackson’s death) does, doesn’t always help in becoming the most popular site.

This success is a rare case for Yahoo which has cut thousands of employees and shuttered several businesses.

How OMG does it?

Most of the OMG’s news come from other news organizations such as Access Hollywood and The Associated Press.  OMG has its links and blurbs on Yahoo’s home page which helps a lot in getting clicks and visitors. Majority of the people come from Yahoo homepage.

OMG now has 500 million unique visitors a month. It received 20.6 million unique visitors in May (it is a 65 percent increase from a year ago) and the number is more than No. 2 TMZ and No. 3 People combined.

OMG, the 2-year-old site, is number one surpassing People and TMZ and even popular celebrity sites like PerezHilton.com.

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