TMZ names new general manager, forgets to mention what happened to old general manager

TMZ loves to get all the dirt on bad-behaving celebrities. But when it comes to its own operations, full disclosure is not always standard operating procedure.

Take the release Warner Bros., which is home to TMZ, issued Wednesday afternoon announcing that Brett Bouttier has been named general manager of TMZ, which besides its red-hot Web operations is also home to a daily syndicated gossip show.

In announcing Bouttier's appointment from senior vice president of digital for Warner Bros. TV Group to general manager, TMZ executive producer Harvey Levin said  his new general manager "really understands the brand." Jim Paratore, the show's other executive producer, said Bouttier's "range of experience in television and the digital space is exactly what we need as we continue to innovate and grow TMZ."

Left out of the TMZ release was that someone else -- Pam Russo -- had been named to that exact position two years ago. At that time, Levin said, “Pam is precisely what TMZ needs to take the leadership position of this brand to the next level. We are beyond excited to have her here." Paratore said, “Pam will be key to maximizing and expanding the business opportunities for the brand.”

Pressed about what happened to Russo, people familiar with the situation said some positions were consolidated, which led to her exit. It is true that Bouttier had already been selling online advertising for TMZ and will now add TV and mobile ad sales as well. But at the same time, the release positioned Bouttier's appointment as evidence of the growth at TMZ.

Companies often leave out relevant information in hopes that reporters won't notice what is not in the release. It gets tiring. Fortunately, we know TMZ will respect a news organization that goes beyond what is spoon-fed them. At least we hope that's the case because the last thing we want is Harvey Levin going through our trash cans.

-- Joe Flint

Warner Bros. wants to beef up TMZ

Warner Bros. wants to expand TMZ, the tabloid news website and TV show that has become the bane of every celebrity's life for its scathing -- and usually accurate -- reporting on the rich and the restless.

TMZ, which was the brainchild of lawyer turned muckraker Harvey Levin, has been run as a partnership between Warner Bros.' Telepictures unit and America Online since it launched in December 2005. Now though, as AOL prepares to spin off from Time Warner, TMZ will become 100% owned and operated by Warner Bros. AOL will continue to feature TMZ on its home page to drive traffic to the site for the next year, but Warner Bros. is also going to start establishing relationships with other portals in an effort to broaden its reach.

Often dismissed as a bunch of kids going through celebrity garbage cans, TMZ gained new prominence when it was first to report that pop star Michael Jackson died. It also has been out front on the Tiger Woods scandal. According to regulatory filings, TMZ had revenues in 2008 of $25.4 million. Warner Bros. wants to grow TMZ's news operation, people close to the operation said. At the same time, though, the company does not plan on investing more in TMZ even though it is now losing its partner.

Instead Warner Bros. wants to get more aggressive and effective in selling advertising across the TV show and the site. TMZ, a person a familiar with the company said, attracts more upscale consumers, and Warner Bros. thinks it can boost ad revenues substantially. TMZ also is increasing its presence on mobile phones, which Warner Bros. thinks it can exploit better now that it is the sole owner. 

One thing that is not planned for now is a TMZ cable channel. We think they're missing an opportunity there. How about combining TMZ with Time Warner's Headline News. A Nancy Grace-Harvey Levin combination would be something to behold. It would also be really scary, but anyway.

-- Joe Flint 

Photo: TMZ's Harvey Levin. Credit: TMZ / Warner Bros.