Law on the set of "News for Blondes"

By Gina Lazarro
Mass communication, sophomore

It is said that the best ideas come when one least expects it. For J. Sibley Law, that moment came while he was painting a house.

Law, M.A., 1995, said he saw a need for original online content that could be delivered every day. "News for Blondes," the first daily-release program from Saxon Mills, LLC, launched on Sept. 4, 2006.

Law describes the show as "the news for the news impaired." The show features a perky blonde named Bonnie, the main anchor. The set is colorful and at times, painted in her favorite color -- pink. The super fashion conscious Bonnie has a friend who contributes to her show as well, Jeffrey, the Happy Weatherman. Jeffrey has proven so popular that he is soon getting his own show.

Not to be outdone, however, Bonnie is running for president. "Bonnie for President" is a campaign in itself that is based upon how silly and outlandish the political parties have become, Law said. Bonnie takes the issues of presidential candidates and their speeches lightheartedly.

"Bonnie for President" has been nominated for the Webby Awards. Established in 1996, the Webby Awards are given out by the International Academy of Digital Arts and Sciences and honor excellence on the Internet including Web sites, interactive advertising, and online film, video, and mobile content.

While Law loves the creative outlet in this business, he said his favorite part of his job is the opportunity for endless problem solving. There are countless issues about building a company that have been challenging for Law, such as issues about actors, understanding the audience the Web site caters to, as well as artistic agreements.

Saxon Mills now has four other shows in production: "Laugh-A-Minute," "Dishes," "The Happy Weatherman," and "SpaceJunk530" (which is currently in pre-production and was expected to launch in April).

Saxon Mills has a staff that works under contract including an abundance of directors and writers. The crew usually fluctuates between two and five people. The post-production crew ranges from one to three people, depending on the need.

Law said as the president of a new media company, he is involved in every aspect of production. He said he directs, controls the lighting and sound, writes, and edits.

The shows have proven very popular, especially overseas. For example, "News for Blondes" has been very popular in the United Kingdom and in Australia, with almost 12,000 hits per day. In those locations, Saxon Mills is most likely to have its viewers see the show on the Web sites of The Sun newspaper in London
(www.thesun.co.uk) or News of Australia (www.news.com.au), as well as
other places.