Forbes.com staff, Forbes.com

All press is good press, the old adage goes. This does not apply to Paris Hilton.

The celebutante’s every move, from her club-hopping to her jail stint to her search for a new best friend has proved fodder for the flashbulbs and celebrity press. But what has the incessant coverage garnered her? Eye rolls–and worse, audience disinterest.

In fact, 65% of the U.S. population would use the term “overexposed” to describe Hilton, according to Los Angeles-based E-Poll Market Research, which provides “appeal” rankings for nearly 4,500 celebrities. To put that in perspective, most celebrities average between 3% and 7% on the E-Poll celebrity index during the peak of their careers.

But Hilton isn’t the only star to have worn out her public welcome. Audiences have tired of Britney Spears, Lindsay Lohan and Pamela Anderson, among others. And while overexposure may have less to do with the precise number of headlines than it does the public’s perception, the 10 celebrities on our list have proved that familiarity can, and does, breed contempt.

So who’s to blame for the media onslaught and the fatigue that follows?

“Is it the paparazzi’s fault? They contribute,” says Lori Levine, chief executive of talent brokering firm Flying Television. “Is it the insatiable appetite of the American public? That contributes. Is it the invention and obsession with YouTube? Yes, that contributes too.”

And don’t forget the growing list of spotlight-seeking stars that chase the flashbulbs as much–if not more–than the flashbulbs chase them. Consider Lohan, third on our list, who seems to make a habit of migrating to paparazzi stalking grounds like Les Deux, Villa and trendy eatery Katsuya.

Star Editor-in-Chief Candace Trunzo says that if celebrities don’t want to line the pages of her magazine, they don’t have to. “By and large, if you really want to be a private person and live a private life, you can do it,” she says, citing Johnny Depp as an example.

But many crave the limelight for good reason. Unlike Depp, they don’t have a steady stream of projects keeping them in the public eye. Rather, they rely on media attention to keep them relevant–and famous.

Take The Hills’ best friend-turned-best enemy Heidi Montag, who lands at No. 10 on our list. With both her music and fashion forays proving flops, she has managed to parlay her on-again-off-again relationships and outings with MTV co-star Lauren Conrad and bad boy beau Spencer Pratt into tabloid-worthy fodder. (Had we expanded our list, Pratt would have ranked No. 12).

“Heidi and Spencer have turned overexposure into an art form,” says In Touch Editor-in-Chief Richard Spencer, who marvels at the flashbulb-focused lovers’ vast numbers of petty feuds and photo ops.

Levine agrees. “Heidi and Spencer are the ones that really understand, more than anyone else, what it takes,” she says. “They’re unabashedly unashamed about being completely overexposed.” And their reward for it: Still more exposure.

She recently told The Los Angeles Times the film’s themes of motherhood pushed her get pregnant.

“I got pregnant right in the middle of it and I think partially because of it,” she said, smiling. “I was so emotional about children that I think something in me kicked into gear.”

In the Clint Eastwood drama, Jolie plays the mother of a kidnapped son — her latest mom-centric film.

“I don’t think it’s a choice of mine as much as it is something women deal with when we get older,” she said. “A woman in her 30s is more likely to have roles that in some way relate to family.”

Being the mother of six life can be challenging - even with the help of beau Brad Pitt.
“I woke up at 3 in the morning with four kids with jet lag and two babies,” the U.N. goodwill ambassador said as she reflected on one recent day. “I put myself together for a few hours and go out. And then I go home. This is my job.”

Still, she said she shows no signs of slowing down — or settling in Hollywood.

“I don’t dislike it here,” the Oscar-winner said. “I just really do love to travel. I love other cultures. And I love raising my kids in the world. I’m so fortunate that I get to do that.

Added the actress, “The center of my life is my kids.”

Harry is said to have joined them later in the evening with girlfriend Chelsea, who allegedly has more reason to be jealous since Paris thinks the soldier prince to be more of her ‘type’.

“William is a great-looking guy and his girlfriend is really lucky. But I prefer Harry – he’s more my type,” the Daily Star quoted her, as saying.

However, a source added that even though it is Wills whom Paris is texting, yet it is Harry’s girlfriend who needs to be on the alert.

The source said, “Paris has spoken to and texted Wills a few times since they met. The thing is Paris really fancies Harry so it’s Chelsy that should have the worry. Paris has made it look like she’s at the centre of a royal love triangle!”

The 28-year-old, who according to ‘Forbes’ is the highest-paid model in the world, began dating the New England Patriots star soon after her much-publicized split from Leonardo DiCaprio.

“They were recently there, and Brady had a long chat with (American football star) Joe Namath,” Contactmusic quoted a source as telling the newspaper.

Reps of both Gisele and Tavern on the Green have refused to comment on the reports.

“Sex with Ashley is more important to me than all the money in the world. Sex makes me happy, money doesn’t. And Ashley makes me feel sexy, he’s fantastic,” she added.

Cheryl, 25, who had once let slip that Ashley did not like to make love when their pet chihuahua was in the room, also revealed her preference. “I think most men prefer to hear little breaths rather than big loud screams. Otherwise you sound like a porn film,” she stated.

The singer is very independent, and advises others about relationships. “I tell my friends to play hard to get,” she said. “Don’t call him, don’t text him, and he’ll come running to you. It works every time,” she added.

Anyone who uses celebrities for endorsements take some risk that the endorser might generate negative headlines. However, Tiger Woods has by far been a great endorser for American Express. He represents success and hard work, traits that Amex hopes will resonate with their cardholders or future cardholders.

In Europe, figures like Jose Mourihno, ex-Chelsea’s coach also endorsed for American Express. Jose Mourinho is one of the most successful soccer (football in the rest of the world!) coaches in Europe and lead Chelsea to two back to back Premier League championships. Once again, he represents another successful celebrity that American Express has used.

If you notice all the Amex ads on TV with these celebrities, the card that is always associated with them is the Green Charge Card. None of these celebrities are seen endorsing the Blue Credit Card or any other card for that matter. The charge cards come with an annual fee and given that most credit cards come with no annual fee, American Express is using celebrities to endorse their more prestigious cards.

Celebrities Issuing Their Own Cards
Aside from endorsing cards, celebrities have also issued their own cards. The best example of this is Russell Simmons Baby Phat Debit Cards. Russell Simons set up his own finance company called UniRush Financial Service (note : you do not need to have a bank to actually issue a credit card - back office administration functions can be outsourced to banks). Rhat Farm and Baby Phat Fashions are fashion companies he started.

Despite the fact that it is not a mainstream “Western Union” card or a typical debit card, Russell Simmon’s card is actually pretty good and cost effective. I just wonder how popular is it? I’m pretty sure they have fans.

Past Legends?
Some companies make use of past celebrities to issue cards. Two classic examples are the Elvis Presley Prepaid Mastercard and the Johnny Cash Prepaid Mastercard (both have been discontinued). I just how many diehard fans have actually gotten this card?
Will you get a credit card that is endorsed by a celebrity?
I’ll be interested to know if you have ever gotten a credit card or debit card because of celebrity endorsements? Part of the reason I got the Amex Gold Card years ago was I guess because of brand awareness. Did all the celebrity endorsements and slick TV ads influence me? Maybe so.

The order settles a lawsuit filed last year by Howard K. Stern, the executor of Smith’s estate, who was trying to stop Dr. Gerald Johnson and his wife from distributing the tapes of the former Playboy Playmate.

Los Angeles County Superior Court Judge Mitchell Beckloff issued preliminary injunctions against the Johnsons more than a year ago before issuing his final decision.

Stern maintained that Smith never consented to the taping or to allowing the footage to be seen by Los Angeles memorabilia dealer Thomas Riccio, who got tapes from the Johnsons, according to court records.

Johnson has said he routinely records surgeries with the patient’s permission and promises to keep the video confidential “during the patient’s lifetime.
He said he gave Riccio permission to use the video after Smith died of a drug overdose in February 2007 in Florida. She was 39. Riccio’s daughter edited the footage into a five-minute tape, scored with music similar to the theme from the film “Jaws.”

The Johnsons’ Houston-based attorney, Gus Pappas, did not return a message seeking comment Friday.

Larry Birkhead, who fathered Smith’s daughter, called the video “truly disgusting” in a sworn declaration issued last year.

“It was clear that Anna Nicole was unconscious during the videotaping, and even more disturbing, the videotape focused on areas of her nude body that were unrelated to the location of the surgery,” he said in the declaration.

Stern’s attorney, Vivian Thoreen, said all the tapes have been accounted for under the judge’s previous orders. She said the other terms of the settlement are confidential.

Although the Johnsons live in Texas, the Los Angeles Superior Court still has jurisdiction because the physician allegedly tried to disseminate the tape in Los Angeles County, said attorney Bruce S. Ross, who also represents Stern.

The couple announced their engagement in May.

“We’re just enjoying our time,” the actress said last month. “We’re just recently — very recently — engaged. So, you know, we’re just taking it easy. And no big plan yet. But it’s a good time and we’re just … enjoying our time to be young and engaged.

“I mean, I’m 23. There’s no reason to rush into it. Everything feels very natural and relaxed.”

Johansson most recently starred in the Woody Allen film “V CB.” Reynolds starred on the TV show “Two Guys, a Girl and a Pizza Place” and the romantic comedy “Definitely, Maybe.”

Lindsay is back to her wild ways, reports dailymail.co.uk. “Lindsay has a very addictive personality and her drugs choices are cocaine and prescription pills. She has different dealers in LA and New York. Half the problem is that nobody says no to her,” an insider told Star magazine.

But the real crisis came after Lindsay and her girlfriend Samantha Ronson attended the launch of a clothing line of Samantha’s twin sister Charlotte Sep 6.

“Lindsay threw a tantrum and wanted to fight a girl who was talking to Samantha,” another source told the magazine. After the fight, Lindsay attended the MTV Video Music Awards and she was seen with red marks running up her arms, leading to fears she had self-harmed.

“Lindsay has locked herself in the bathroom and cut herself in the past. Samantha is aware of this and has hidden razors from Lindsay,” said the source.

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SEAL WILL BE THERE: Heidi Klum isn’t nervous about co-hosting the Emmys. Just ask her husband.

“You know Heidi. I don’t think she really gets nervous,” he said on the red carpet Thursday during a Hollywood event at Paramount Studios honoring film producer Arnon Milchan and celebrating the 60th anniversary of Israel. “She’s really excited. She’s working hard.”

Klum was so busy, she was unable to join Seal at the last minute at the glitzy event. The R&B singer, who attended last year’s ceremony alongside Klum, said he would again be in the audience to support his supermodel wife.

However, Jason Alexander, who has been nominated for several Emmys but never won, is planning to steer clear of the show.

“Unless they’re nominating me just because they like me, I can walk right by it and wave at it and not have to care, although I do have some friends that are nominated that I’ll be rooting for at home,” Alexander said before the event.

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CHAMPAGNE DINNER AND EMMY DREAMS: While the city bustled below, six Emmy-nominated actresses gathered high in Beverly Hills to drink, dish and celebrate their success at a special women’s dinner to toast this year’s nominees.

“It’s so sweet to get the female performers together, sit down, no pressure and have some cute food and some champagne or wine that you never tried,” said Chandra Wilson, nominated three consecutive years for her work on “Grey’s Anatomy.” “You come away feeling educated and tipsy.”

Alfre Woodard, Sandra Oh, Holland Taylor, Kathryn Joosten, Debbie Allen and Phylicia Rashad gathered poolside on the patio of a private home in the hills with sparkling views of the city for a four-course meal, put on by champagne maker Perrier-Jouet.

“This is very special,” said Rashad, who was last nominated for an Emmy in 1986. “It’s ladies night — the ladies getting together just being the ladies. It’s very, very nice.”

The no-pressure event stands in stark contrast to Emmy night, when all will be competing for awards and navigating the hoopla that comes with them.

“The Emmys, it’s crazy,” said Oh, who brought her mother to the dinner. “You’re in your own world, you’re stressed out about a lot of things. It’s very exciting and it’s difficult to have more than maybe 10 seconds to actually connect with someone. I love that this is only the women in a very camaraderie kind of feeling and getting to know women. I just really appreciate it.”

Woodard echoed that sentiment.

“These are your homies,” she said. “We are the people who work together. We are the people who’ve walked the same walk and we’re the lucky ones who get to work. Once you’re thrown into something like the Emmys … you never see any of your people that night. It’s you walking amongst the jugglers and the fire eaters and you’re cast in a different role. So it’s really great to be together because these are our people.”