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The Daily Mail and its daily sale

How the sidebar of shame is turning celebrity culture into cash

MailOnline Showbiz now offering shopping

Obviously around this time of the year when we are working on our raft of seasonal specials (the first, our bumper spring 14 menswear special, can be viewed here) I don’t have time for such frivolous pursuits as browsing the Daily Mail Showbiz website looking at how big Kim Kardashian has got, what flash car Justin Bieber’s been driving or how someone off Coronation Street is at a boot camp in Ibiza.

But someone pointed me (honest) in the direction of an unusual development on the world’s most popular newspaper website (MailOnline gets 50 million uniques per month at Comscore’s last count), where the paper has started to monetise its constant stream of celeb inanity by offering a link to when its readers can buy the outfits their heroes are snapped wearing. Tulisa out of N-Dubz seems particularly popular.

Now this kind of affiliate sale is no new thing, in fact in relative terms MailOnline is a little late to the (after)party, but what is interesting is that with such huge reach, the potential for both the paper and the retailers to make some serious cash from the frenzied celebrity-obsessed culture we live in is massive. The likes of Asos, Boohoo and Next are all on board and the experience is pretty seamless, making a cheeky browse down the sidebar of shame during your lunch hour a shopping experience too. I’ll be intrigued to see how much this grows as Kim Kardashian shrinks over the coming months.   

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