Richard Gutierrez Files Libel Case vs. PEP

Actor Richard Gutierrez finally decided to file a legal action against entertainment Web site Philippine Entertainment Portal (PEP). On Monday, Richard filed a P25-M libel suit versus PEP at Makati Regional Trial Court for allegedly fabricating a story that besmirched his reputation.

Richard was accompanied by his parents Eddie Gutierrez and Annabelle Rama, his sister Ruffa and twin brother Raymond when he lodged his complaint for respondents Jo-Ann Maglipon, PEP's Editor-in-Chief, Managing Editor Karen Pagsolingan and writer Ferdinand "Bong" Godinez.

"Hindi ako papayag na basta basta nalang akong sirain at tapak tapakan. Pinalalabas nila akong isang kriminal. Hindi ako papayag nang ganun," Richard said.

He added, "I'm doing this not only for myself but for my family, for my fans and maybe for the whole industry."

Late last month, PEP came out with a story on alleged gun-toting incident that purportedly occurred during a birthday celebration of a director in Pasay City.

According to PEP’s story, Gutierrez purportedly pointed a gun at another actor, Michael Flores, during a fight. PEP said it had two witnesses to verify the report. Both Gutierrez and Flores, however, vehemently denied it.

PEP's editor-in-chief, Joan Maglipon, later apologized to Gutierrez for "the premature and inadvertent uploading of the article" but the actor and his family were not satisfied.

Gutierrez slammed Maglipon for apologizing for the wrong reasons. He pointed out that PEP should have cleared his name and admitted that the story was false.

Acting as Richard's witness is Bubbles Paraiso. According to her, "Pinanghahawakan po namin na talagang walang nangyari. Kasama ko po si 'Chard the whole night. So imposible po na ganung may nangyari. Dahil kung meron sana nakita ko."

Kris Aquino Reveals How She Consumed Her Endorsement Fees

If you happen to read my previous article or probably bought a copy of Yes! Magazine October issue, you for sure are aware by now that Kris Aquino topped their list of Top 20 Celebrity Endorsers for 2008. And maybe, like me, is curious how she spent some, if not all, of her talent fees from her endorsements?

Kris, on her text messages to Jo-Ann Maglipon, Yes! Editor-in-Chief, mentioned where the big portion of her talent fees from her endorsements actually go.

"The bulk of my advertising this year went to Baby James's educational fund (pre-paid lump sum from Grade 1 to 4th year college), his wealth-managed trust fund which we'll receive after college graduation and Josh's wealth-managed fund as well," said Kris.

"Josh will always need special care," Kris continued, "so I promised my mom [former President Corazon Aquino] to make sure that he'll always be ok financially. He is always her top worry."

The former Philippine president was diagnosed with colon cancer earlier this year and Kris told Ms. Maglipon that she also helps in the medical expenses.

"I take care of some of my mom's medical expenses because it makes me feel good but she's forever wanting to pay me back," she said.

Although Kris did not mention exactly where the money came from, she said that, "James has fulfilled his promise to his family to build a bigger home in their province.

"Thank you for this recognition," she told Ms. Maglipon.

Kris emerged on top of the YES! list because she is "without a doubt the queen of product endorsements, with 21 products to her name."

According to YES!, Kris is a favorite of advertisers because "she is very easy to work with, and is very professional, arriving for a shoot prepared, with her lines memorized."

But Kris's best asset is that "she connects well with consumers, whatever bracket of society they belong to."

2008 Yes! Magazine List of Top 20 Celebrity Endorsers

Yes! Magazine, one of the leading entertainment news magazines in the Philippines, came up with its list of Top 20 Local Celebrity Product Endorsers based on their estimated total income for 2008.

In the magazine's October 2008 issue, executives from the advertising industry were interviewed to describe how they choose a certain celebrity, and to explain why consumers oftentimes believe in the statements of these stars in their commercials.

According to YES! Editor-in-Chief Jo-Ann Maglipon, "The list you see here is our own. Our list is not write in stone. This is, after all, a topic wrapped in some pretty serious secrecy—but it is one we stand by. With good reason: ours is an independent list using multiple sources, pursued fairly, and computed with disinterest."

Sharon Cuneta, Aga Muhlach, Kris Aquino, Piolo Pascual, Marian Rivera, and Dawn Zulueta are among some of those who made it to the list.

Who else made it? Grab a copy of the October 2008 issue, with Dawn Zulueta on the main cover, in magazine stands and bookstores.