LineOne signs celebrities for site revamp

LineOne has flagshipped the relaunch of its news and entertainment portal with the commissioning of several celebrities as regular columnists.

Among the famous faces soon to grace the site are George Best, Ruby Wax and Dame Thora Hird. The announcement is part of a move away from content aggregation towards maximising traffic through home-generated content. Mary Turner, MD of LineOne, explained that £20m pounds has been set aside from this year's budget, ending Jun 2001, to pay for the revamp and for marketing on and offline. She said: "The strategy of bringing new content to our users is the next logical step. Most portals are general, where one size fits all. This no longer works. Aggregated content is the cake, but the icing is unique content."