Who is Tyler Durden? He (the blogger) has taken on the identitiy of the soap-selling main character in the alleged anti-consumerism novel and movie “Fight Club” (“I want you to hit me as hard as you can”). His myspace profile tells me that his first name is Brandon, he lives in Las Vegas (really?) and is 100 years old (yeah, right) and has 2700 friends. The man must be busy!

But who cares who he is, as long as he keeps on writing is gossip blog. His style is plain, sometimes offensive, vulgar or all of the above. But most of the time the stuff he writes is just hilarious. One of the definite pros of his blog are the pictures that have dethroned one or the other celeb.

The blog - Fat Penguin Media’s flagship - can be considered a huge success: It has 5 million monthly unique visitors and gets 21 million monthly pageviews. Not bad for a gossip blog.

In a recent survey done by the market research company Youth Trends WWTDD.com was ranked 10. The respondents were young women between 17 and 25 being asked about their favourite sites on an unaided basis. Amazing enough, 2 blogs made it among the top ten, the other being Pink is the new blog on rank 9. You can make a wild guess about the central topic of this blog.

WWTDD.com is an interesting place for sponsors to put their ads – and some big brand names already do so. Entertainment always sells (together with sex, of course) and if you are not doing celebrity advertising for your brand (that might be counterproductive), WWTDD.com is certainly worth being considered when it comes to media decisions.

Let’s keep an eye on this blog – just out of curiosity - we mustn’t miss who he is blogging about next.