Mr. Goldberg is now a careful and ambitious business operator, but he was once a Gawker punching bag. In a Zoom interview, Mr. Goldberg, wearing a Lacoste polo in front of a blurred background, said the old Gawker's coverage of him had been "Incredibly uncomfortable" and also "Something of an honor." When he put in his bid, he said he wasn't sure what he would do with the site, but figured that "a million dollars, in the grand scheme of a media empire, is not a tremendous amount of money."
He said that he thinks Gawker can ultimately become a profitable business, and that it can ultimately attract 10 million unique visitors a month.
The opportunity to buy it came after the crash of its parent company, Mr. Denton's Gawker Media, in 2016. A Florida judge sided with Mr. Bollea and drove Gawker Media into bankruptcy.
Ms. Finnegan and Mr. Topolsky, who now manages Bustle's newsier sites, have hired a dozen writers for Gawker, all but one of them women and most of them better known for witty writing than scoopy reporting. "If you're mean, you have to be super edgelord mean, or else you have to be super earnest."
Ms. Finnegan said she sees a place for Gawker's iconoclastic spirit in its ability to break with the conformity of contemporary stan culture and its worship of celebrities and cultural products. Ms. Finnegan is management now, but she said she doesn't expect her site to erupt into the kind of internal conflict that used to play out in public at the old Gawker, and that cost her her job there.
source: https://www.nytimes.com/2021/09/05/business/media/leah-finnegan-gawker.html
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