RapRadar: Elliot Wilson, former editor of hip hop magazine XXL, is launching what he hopes will become the Huffington Post of Hip Hop. Which is just a horrible slogan. Basically it'll be some HuffPo-ish mix of blogging, journalism, and hip hop celebrities writing guest columns. "If Jay-Z wants to express his feelings about Obama, there's not really a forum where he can do that right now," Wilson says. This is false.
Chance of Survival: Not great, but theoretically possible. XXL was a quality magazine. If he can replicate that online, he could build an audience. Problem: XXL already replicated itself online. Problem 2: Audience doesn't mean advertisers. See Vibe magazine, currently.

The Wrap: Ex-NYT correspondent and Gawker opponent Sharon Waxman launched this Hollywood/ entertainment news site thing last month. Bad timing, but hey.
Chance of Survival: Ehhh.... moderate? It'll have to get better. Waxman has some money at her back, which is good. But she has some very entrenched competition in Hollywood. If something happens to Nikki Finke, then... slightly less of a chance of failure.


BastardLife: This is Genre magazine editor Neal Boulton's "pansexual sex & relationships site for ALL men." No idea what that means. Is 'pansexual' different than 'bisexual?' It's a question you may be able to find the answer to at Bastardlife.com
Chance of Survival: As a forum for Neal Boulton's personal musings, decent. As a moneymaking venture, very low. Unless pansexuality takes off as a recession thing.


Alpha Kitty: Atoosa Rubenstein was a big shot editor at Seventeen magazine. Then she left to run this "Alpha Kitty" project. Which, as best we can tell, now consists of her Myspace page and a Youtube channel.
Chance of survival: Ummm.. good? But the chance of making money with this is nil, as far as we can tell. Although to be completely honest I'm still not sure what this thing really is.


The Daily Beast: I made up a little haiku about The Daily Beast, ready?:
Tina Brown glamour
Fancy online articles
No advertising

Chance of Survival: Unless Tina comes up with a brilliant plan to monetize this site, it will be a victim of its launch timing and its utter lack of urgency to come up with a workable business plan. She will burn through Barry Diller's millions, subsidizing many worthy writers in the process, then eventually fold. It will be a nice place to go back to and read the archives one day, though.

[Disclosure: Neal Boulton has owed me freelance money forever, so I may be biased.]

She has participated in many a lip-dub video herself, including one with Julia Allison, the New York party attendee who parlayed a career of writing about nothing for magazines to appearing on the cover of magazines for doing nothing. Allison is not mentioned in her piece, but she is surely present within it; Zuckerberg mentions "Flagpole Sitta," a lip dub performed by the employees of Connected Ventures, the ex-startup of Allison's ex-boyfriend Jakob Lodwick.

Allison dispatched, Zuckerberg moves to targets closer to home, taking on the Camp Cyprus 20, the Internet 20somethings who filmed themselves singing along to "Don't Stop Believin'" at a seaside vacation home in Cyprus right as Wall Street imploded. What she does not mention: That the first person we see in the video is her Facebook coworker Dave Morin; Facebook engineers and designers appear later. Zuckerberg slams them all equally: "You hate them for having so much fun — damn that unbridled, financially secure joy!"

Next target: Revision3, the San Francisco online-video startup best known for recording Diggnation, a podcast by Digg founder Kevin Rose. "They probably won't be recording any more lip dubs any time soon, we hear they laid off a third of their staff this week," Zuckerberg writes. Ouch! She could have added that after reading her article, Revision3 also won't be lending out its production facilities for any more of Zuckerberg's music videos, as it did for "Dontcha," a spoof about the iPhone.

Ah, the smell of burnt bridges. Zuckerberg, in person, comes across as shy and self-effacing. The only hint of bile I ever detected was in a previous video, "Valleyfreude," where she mocks Friendster, an also-ran social network crushed by Facebook, and scoffs at Yahoo for offering Facebook a mere $1 billion in an acquisition offer her brother turned down.

But Randi Zuckerberg has always had her eyes on a bigger stage than the Valley. Even her job at Facebook, running the site's election-related features, has been helpful in this regard, landing her on ABC and other news broadcasts to talk about online get-out-the-vote efforts. Now she's moonlighting for Tina Brown, in the hopes of getting her hooks into New York media circles.

The Daily Beast, an unwieldy, overstaffed website, is an unlikely candidate to emerge from next year's economic wreckage. But that won't matter to Zuckerberg: She's already perfected the art of stepping over those she can safely discard. Watch out, Facebookers: Do you think she'll forget how you made her take "Valleyfreude" offline?

Something about this arrangement smacks of social climbing. But who's climbing whom? Randi Zuckerberg, one of Facebook's early employees, who helped the site grow to 100 million users? Or a has-been magazine editor, famous in Manhattan but nowhere else, grappling with how to adapt her outrageous spending habits to a far leaner medium, and leaned on her pal Barry Diller to fund and launch the site, rather than trying the entrepreneurial route?

From a Left Coast vantage point, it looks like Brown is trying to attach herself to Zuckerberg's star, not the other way around. Zuckerberg, cleverly, registered her own website, shouldiredorshouldiblue.com. A wise hedge, should Brown's website go down in expensive flames.

An IAC insider ... tells me that it was budgeted, at least initially, to burn through $18 million in three years, with (wildly optimistic) hopes for advertising revenue of at least $10 million in that same time. More than half of Tina's 20 or so full-time staffers were budgeted to earn $100,000 or more a year.

Got that? Tina Brown's website will spend $28 million over three years. No wonder they call it a "beast." I thought blogs were supposed to be run on the cheap. (Photo by New York Magazine)

Incidentally, the site's branding was outed by Tina's friend, octogenarian gossip columnist Liz Smith. Having been burned by the backlash against Talk magazine—the glossy backed by Harvey Weinstein which Tina Brown launched with massive hype and one of the most lavish parties in magazine history—Manhattan's "queen of buzz" has been more discreet in the preparation of her first web venture. One assumes that Liz Smith forgot the sneak peek of the website was supposed to be for her eyes only—though Tina Brown can hardly complain about Smith's discretion, having pressured the ancient New York Post gossip writer to come out as a lesbian for an early issue of Talk.

No doubt The Daily Beast will invite comparisons to the newspaper of Waugh's novel; already Liz Smith compares the IAC mogul backing Tina Brown to a character in Scoop, proprietor Lord Copper; and there will be easy jokes to make whenever Brown's news site makes an error or hypes a story.

But I was reminded more of the scene in Scoop in which the hapless hero goes on an extravagant shopping trip before heading to Africa to cover the war, buying six linen suits, surgical instruments and a portable humidor. Waugh, himself a foreign correspondent during the Italian invasion of Abyssinia, once said: "There are few pleasures more complete, or to me more rare, than that of shopping extravagantly at someone else's expense."

That quote could serve as a statement of editorial principles for the notoriously profligate Tina Brown, who happily doubled writers' contracts to lure them to Vanity Fair and the New Yorker. The Daily Beast has already run through a series of expensive design consultants and employs about half-a-dozen staff its office in IAC's Gehry-designed office palace. During her magazine career, Tina Brown shopped at the expense of Conde Nast's Si Newhouse; reinvented as an internet entrepreneur backed by Barry Diller, she's still spending other people's money.

Radar reports Tina Brown, 55-year-old former editor of Vanity Fair and the New Yorker, is putting together a news "aggregator" with backing from another old media legend, a former studio boss IAC's Barry Diller. The site is to be run by Edward Felsenthal, who was one of the first people forced out when Marcus Brauchli took over the Wall Street Journal and found temporary refuge with his former patron at Joanne Lipman's Portfolio.

The former queen of buzz is presumably inspired by her friend, Arianna Huffington, who's built a forum for middle-aged liberal celebrities to sound off against George Bush and promote their often tedious causes. The Huffington Post, casting for an acquiror while its pre-election traffic holds, has put out word that it's now worth $200m.

But if the half-baked venture ever gets off the ground, Brown will also compete against one of her most irritating critics, Michael Wolff, chronicler of the media industry in his columns for New York Magazine and now Vanity Fair. Wolff is a partner in yet another news aggregator, Newser. (It's not doing nearly as badly as I'd expected!) In an email response to Gawker, he gave a typically caustic evaluation of Tina Brown's chances, and Barry Diller's credibility as a backer.

"I have great admiration for Tina and Barry, but the last time I looked Tina was still having trouble getting her email, and Barry...well I think he has a few things to resolve before he puts his mind to the online news business." Zing!