O'Brien's audience, largely young and male (a coveted demographic), grew steadily and the show began to best competitors in the ratings, which it would continue to do for 15 seasons. In the early days of the Internet, fans launched unofficial websites, compiling precise summaries of each episode. Even Tom Shales was a convert: he called the show "one of the most amazing transformations in television history." Beginning in 1996, O'Brien and the "Late Night" writing team were nominated annually for the Emmy Award for Best Writing in a Comedy or Variety Series, winning the award for the first and only time in 2007. In 1997, 2000, 2002, 2003, and 2004, he and the "Late Night" writing staff won the Writers Guild Award for Best Writing in a Comedy/Variety Series. In 2001, he formed his own television production company, Conaco, which subsequently shared in the production credits for "Late Night".