1. A method for estimating the performance of an information package, comprising operations of: receiving one or more values of respective attributes of an information package; obtaining for at least one of the one or more attributes, a buzz value characterizing the level of interest in the attribute based on analysis of online user search activity, wherein the obtaining operation further comprises: accessing a search system maintaining buzz values for a plurality of terms, topics or categories; mapping one or more of the attributes of the information package to respective terms, topics or categories; and estimating a future performance of the information package by providing one or more attributes and one or more buzz values as input parameters to a regression model to yield a numerical value characterizing the estimated performance of the information package, wherein the regression model is based on historical performance of a set of previous information packages relative to the one or more attributes, and provides the coefficients for the input parameters to the estimated performance of the information package and wherein each operation of the method is executed by one or more processors.