Web Publication: GoFugYourself
www.gofugyourself.com
- GFY is a humorous blog that satirises celebrity fashion by picking new celebrity images and posting commentary on their fashion
- current- the two authors update with 3-5 posts per day, they don’t blog about any celebrity pictures that are more than a week old
- Blog concept revolves around the word ‘fugly’ which is a contraction of ‘fucking ugly’ or ‘fantastically ugly’
- They say: “in honour of the fact that these days fugly seems to be the new pretty, we’ve created a blog to honour all the visual atrocities of the world”
www.gofugyourself.celebuzz.com/go_fug_yourself/2009/04/fug_n_cold.html
History
- The blog was started in July 2004 by Jessica Morgan and Heather Cocks who were working as recappers for the website Television Without Pity http://www.televisionwithoutpity.com/index.php

- They didn’t start it as a serious endeavour or money making enterprise but just for the amusement of themselves and their friends
- Heather :“we figured it was an inside joke that we’d just have fun with it for a while before getting distracted somewhere else, but then Defamer (http://defamer.gawker.com/) found us about a month into things, and some friends of ours from Television Without Pity threw us a link here and there in their recaps. Our traffic started ticking up from there. We got really lucky with the whole word-of-mouth thing.”
- They quit their day jobs in 2006 to pursue the blog as a full time job
- The blog is now linked to (and probably owned by) the website Celebuzz- a celebrity blogging publisher that sources from existing celeb blogs
www.celebuzz.com
Layout
- Simple and basic user-friendly site in traditional blog format
- I think it needs a makeover- the same layout and navigation-banner with really old pictures have been in use for years, boring pastel colours, not striking
- Not really any new technology features- the site hasn’t really evolved layout wise
- http://web.archive.org/web/20050121033431/http://gofugyourself.typepad.com/
2005
http://web.archive.org/web/20060101000748/http://gofugyourself.typepad.com/
2006
http://web.archive.org/web/20070105175923/http://gofugyourself.typepad.com/
2007
- Side bar lists hyperlinks to favourite celebrity fugs if you want to go straight to them, there is also a search bar
- Advertising bar on right is noticeable but fairly discreet except for the past week they sold out the background of the whole blog to an enormous add for The Hills- first time I’ve noticed this
- Use of images is eyecatching and central to the posts but they don’t overcrowd the screen with endless celebrity images indiscriminately- everything included is selected to fit in with their specific aim
- User activity- in the past you could comment on posts but authors say they closed it off because they didn’t have the time to moderate it and they didn’t want the comments getting a life of their own
- Features- Yearly Fug Madness awards- authors choose a pool of celebrities who go up against each other in daily brackets, it’s geared to user voting in rounds over one month to find out who is the biggest ‘fug’. Layout wise this is messy because it’s mixed into the blog with all regular posts because everything appears chronologically and you can’t go to a section that just has Fug Madness awards
Popularity and Success
- Attracts 4 million readers per month
- technorati.com measures blog authority/influence by looking at how often a blog is mentioned by other blogs, in 2005 GFY was ranked 83 out of 18 million tracked, now it ranks 656
I don’t think it’s lost popularity but it’s maintained the same while other new sites have come along and overtaken them innovation/reader wise
http://technorati.com/blogs/gofugyourself.typepad.com?reactions
GFY stats
- http://www.alexa.com/siteinfo/gofugyourself.typepad.com
Where people go on Gofugyourself.typepad.com:
· 100.0% gofugyourself.typepad.com
Gofugyourself.typepad.com users come from these countries:
· 63.3% United States
· 8.1% Canada
· 8.1% Germany
· 3.6% Finland
· 3.4% Australia
·3.1% India
·1.6% Spain
·1.5% Singapore
·1.0% New Zealand
·1.0% Sweden
·0.9% Malaysia
·4.3% OTHER
Gofugyourself.typepad.com traffic rank in other countries:
· 40,691 Australia
· 22,009 Canada
· 10,298 Finland
· 89,212 Germany
· 180,197 India
· 43,264 Malaysia
· 19,540 New Zealand
· 19,119 Singapore
· 82,435 Spain
· 72,773 Sweden
· 31,910 United States
·
Celebuzz stats
http://www.alexa.com/siteinfo/gofugyourself.celebuzz.com
·
Where people go on Celebuzz.com:
· 22.6% celebslam.celebuzz.com
· 19.5% celebuzz.com
· 14.7% socialitelife.celebuzz.com
· 12.8% gofugyourself.celebuzz.com
· 5.4% kimkardashian.celebuzz.com
·5.2% whitneyport.celebuzz.com
·5.1% splashnewsonline.celebuzz.com
·4.7% bnedit.celebuzz.com
·1.8% audrinaxo.celebuzz.com
·1.3% khloekardashian.celebuzz.com
·1.3% hollywoodtv.celebuzz.com
·1.2% brodyjenner.celebuzz.com
·0.8% infdaily.celebuzz.com
·0.8% marinc.celebuzz.com
·0.7% mischabarton.celebuzz.com
·0.5% csmtdev.celebuzz.com
·0.5% pacificcoastnewsonline.celebuzz.com
·0.4% bauergriffinonline.celebuzz.com
·0.3% gabbybabble.celebuzz.com
·0.2% jamieinsider.celebuzz.com
·0.0% celebuzz.celebuzz.com
Celebuzz.com users come from these countries:
· 54.6% United States
· 3.9% Canada
· 3.7% United Kingdom
· 3.4% Germany
· 3.3% India
·2.8% Australia
·1.8% Netherlands
·1.5% South Africa
·1.4% Brazil
·1.4% China
·1.3% France
·1.3% Mexico
·1.0% Turkey
·0.9% Sweden
·0.9% Italy
·0.9% Indonesia
·0.9% Finland
·0.7% Philippines
·0.6% Spain
·0.6% Greece
·0.6% Austria
·0.6% Pakistan
·0.5% Poland
·0.5% Japan
·0.5% Singapore
·0.5% Norway
·9.8% OTHER
Celebuzz.com traffic rank in other countries:
· 675 Australia
· 2,516 Austria
· 3,351 Brazil
· 782 Canada
· 637 United States
- Price of add space- $300 to $1000 (on Perez Hilton it’s $2000-18,000)
Traffic comparison between GFY and Perez Hilton
http://www.alexa.com/siteinfo/gofugyourself.typepad.com+perezhilton.com
Traffic comparison between GFY, Perez Hilton and Celebuzz
http://www.alexa.com/siteinfo/gofugyourself.typepad.com+perezhilton.com
- critical acclaim- praised as “viciously funny” by the Hollywood Reporter
- 2005- 50 coolest websites by Time magazine
- 2006 in Entertainment Weekly’s 25 favourite entertainment sites
- 2008- 50 most powerful blogs by Guardian
- Vanity Fair named as “site they can’t get enough of”
Why is it successful?
- Chicago Tribune’s Steve Johnson said to them in interview: “what works about it for me…is that it’s actually grounded in something concrete and specific. You’re not doing just another hanger-on, traffic-whore, mention-whoever’s-being-Googled-today celebrity thing. It’s about the fashion and, more specifically, about what you have to stay about the fashion”.
- Heather: “I do think having a specific focus helps us, for sure. I can’t imagine trying to compete directly with the bajillions of breaking-news sites out there…I think we were very fortunate to have gotten into the blog thing early in the game, and there aren’t a lot of sites out there that SOLELY cover celebrity fashion the way we do, so that has helped us a lot”.
- I think GFY works and is popular with readers because it established a specific niche and narrow focus in celebrity blogging, stuck to it and delivers a small amount of quality witty content rather than constantly updating with crap- people go to them for unique content they can’t get elsewhere
- Success through branding of their blog- phrases like ‘Fugly’ and ‘Fug’ have become like a label that they have a blog patent on- Heather: “it’s hard for me to say how much of the fact that the blog has done well has to do with the fact that it has a catchy name. If it had been BloggingAboutCelebrityFashion.com, people would have been like ‘yawn’.”
- The two original authors personalities are a big presence in the blog and it relies on their opinions and self-referential style of blogging
- If they turned into celeb goss powerhouse would probably alienate fans and become indistinguishable from other celebrity blogs/news sites
- But there is a limit to their content and thus hits/time spent on site because there is only content form the two original authors: this may explain their declining market share of internet readers and inability to maintain high-rank in blog popularity