SBD/Issue 36/Sports Media

Deadspin.com Parent Company Changing Blog Format In January

Deadspin Going Away From Chronological
Format In Favor Of A Top-Story Model

Gawker Media Founder Nick Denton is "overhauling his sites to broaden their appeal, an attempted transformation that could ripple through the online media industry," according to Jessica Vascellaro of the WALL STREET JOURNAL. The company's nine blogs, including Deadspin.com, beginning in January "will abandon their reverse chronological format for one dominated by a single story, with other posts relegated to a stream of headlines on the right side." Denton said, "I'm out of blogs. I don't want to be the No. 1 blog network anymore. That's like being king of the playground." He added, "I can't bear to look at the current site. It is so constricting." Denton indicated that the new design, which "resembles a newsmagazine, aims to emphasize original work and the growing number of videos on his sites, visited by 17.3 million unique U.S. visitors in September." Gawker Chief Technology Officer Thomas Plunkett said that he "believes the new design will double the network's monthly page views to one billion a year after launch" (WALL STREET JOURNAL, 11/1).

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