The blogging A-list has been the subject of much discussion in recent months as the media industry has come to terms with the fact that the blogging isn't going away anytime soon (ever). Big blogs like those in the Gawker empire have made the careers of relative unknowns.
Jesse Oxfeld went on to New York Magazine, Ana Marie Cox moved to Time (and published a book.) Even mid-grade blogs like Jossip have allowed personalities a chance at a better career.
And now the newest blogger to be validated by the wider media industry is Jessica Coen. Coen recently announced she was moving to Vanity Fair as the online deputy editor sending New York's blogland into a veritable frenzy over her successor as everyone asked the inevitable question of who will take on Gawker.
Thus now that we have established that blogging will get you places if you do it right, who will be the next sensation? The anonymous blog phenomena that was so early 2005 has left an odd gap in the top tiers of well read and respected blogs as more of these bloggers came out hoping for fame and fortune and didn't quite make it. The only sure path to success appears to be manning the Gawker helm. But do people even care about achieving fame via their blogs anymore?
This is an interesting dilemma when we consider the new demographics of the top level blogs. With more and more popular bloggers pursuing it as a hobby or adjunct to already successful (and at times very public) careers will Nick Denton be able to find the kind of captain that Gawker will need to keep the good ship Gawker afloat in the stormy new media seas? Can Gawker fight to stay relevant as her talent moves on to greener pastures and average bloggers forgo the fame and fortune route?
One popular theory for Denton's strategy in the interim is hiring a series of guest editors for short terms stints as the right person for the editorship is tracked down. Gawker staples like Worker #3116, unofficial mascot Krucoff (who just won lunch at Conde Nast and thus clearly doesn't need the new media's help anymore) and the internet's token black friend The Assimilated Negro will be tapped to fill in the gaps. Considering that current managing editor Alex Balk has been a little lackluster in his performance as more of Gawker's original material like features on the Meatpacking District and the unreadable Great Moments in Journalism have fallen flat this strategy feels even more risky.
But Gawker is far too valuable of a property to let issues of mere talent topple it. In order to keep relevant Denton will be forced to make some tough decisions regarding his ship's direction. Perhaps trying to take Gawker in a more pop culture direction is already having a negative impact. Anyone else notice how there are more Gawker Artists bits filling up the ad inventory, not to mention ouroboros style ads for other blogs and new media services? Not a good sign at all. It is time for strategic thinking about new media's direction with Gawker as the unfortunate centerpiece.
Posted by Amy Bailey on October 2, 2006 8:14 PM
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