Laguna Beach‘s second season is averaging 3.1 million viewers every week, up from 2.2. million last season. The New York Times reports that the growth in the series has been helped, in part, by MTV’s relentless, multi-platform whoring of the series. Besides “promos, reruns and logo-bearing tchotchkes,” the network “began a campaign that gave its audience the feeling they were already living in a ‘Laguna Beach’ all-media universe.” And who could resist that?
Among other things, there’s the first season DVD, which contains a code to access a special section of MTV.com. MTV president Brian Graden says “it’s reinforcing, all feeding each other.”
The Times also reports that the show’s success has led to uber-fame for its star, Lauren Conrad. L.C. tells the paper, “Ashlee Simpson walked right up to me and was, like: ‘L.C., love your show! I watch it every week with my friends!'” Then Ashlee’s lips stopped moving but remarkably she kept talking.
Despite the celebrity attention, L.C. does not suffer under the delusion that she could be an actor, unlike some of her reality TV star colleagues. She says, “Post the first season, we were all getting offers; so I thought, ‘Why not give it a try?’, and took acting lessons, I was the joke of the class.”