Celebrity journalism may be on the wane. The celebrity media field is super-competitive and there are signs that the public is suffering from fame fatigue. Readers are becoming desensitised by the blanket coverage. Jordan overkill means there are now diminishing returns. X Factor gave the genre a huge boost. It is the biggest shared experience in British media life, but no one person can guarantee big sales. This means that both the celebrities and the journalists are  becoming more desperate – where will it end? ‘Not in a good place, probably’ says Sam.