Like PageSix.com before it, News Corp. is dipping its feet into online celebrity gossip. Enter its latest effort: DailyFill.com, a glossy photo-heavy site that's partnered with a handful of established blogs to deliver content. It's always easy to write off Internet projects of big media company, but for good reason: PageSix.com died a sudden death. And DailyFill.com isn't doing anything different. Except, perhaps, teaming up with MediaTakeOut, the black gossip website notorious for just making shit up.

But there's the advantage of having a media behemoth behind you: Through its other successful web properties, it can dump traffic to any new effort, no matter how well thought out or executied. (On a smaller scale, Jossip does this with its own sites.) But with News Corp.'s DailyFill, anything from FoxNews.com and NYPost.com to IGN.com and a little social networking site called MySpace can literally flood DF with new readers, all of which guarantees insta-popularity, at least from passers-by. That's why jump-the-gun sites like TechCrunch are already wetting themselves over Murdoch's new Internet playtoy, when no serious gossip consumer actually makes DF their first stop. That honor goes to sites like PerezHilton, People, TMZ, Pink Is The New Blog, PopSugar, and Us Weekly. It's true for Yahoo's OMG site, which just accepts traffic from the web giant's entertainment links to show rapid growth.

Is DailyFill destined for doom? Probably not. It looks like it's easy to operate, and a slim staff of under five people should be able to manage its editorial. And by accepting traffic from other News Corp. sites, it doesn't need to worry about building an organic readership — a luxury not had by most start-ups.