This is a brilliant question by @scroll. Why do established brands in reporting insist on making one site that does a million things, when they could establish separate sub-brands in the media family, taking advantage of 1) further advertising real estate, and 2) avoiding distraction. Gawker operates 8 blogs, each focused at a specific niche. They also pull in a metric ton of traffic, and not all of that can be traced back to tone and talent - some of it has to go back to strategy. You get to that page, and there is content you care about, right there. Why can’t that happen with established traditional journalists, adapting tactics to the online space / online pace? The failing is the same one that most transitional media has; the belief that the proper format for a newspaper to take online, is the format of a newspaper, but online. Of course, this is a knee jerk reaction. Every medium has a different idiom that exposes it’s value, both creatively and monetarily. Journalism needs to explore this.

This is a brilliant question by @scroll. Why do established brands in reporting insist on making one site that does a million things, when they could establish separate sub-brands in the media family, taking advantage of 1) further advertising real estate, and 2) avoiding distraction.

Gawker operates 8 blogs, each focused at a specific niche. They also pull in a metric ton of traffic, and not all of that can be traced back to tone and talent - some of it has to go back to strategy. You get to that page, and there is content you care about, right there. Why can’t that happen with established traditional journalists, adapting tactics to the online space / online pace?

The failing is the same one that most transitional media has; the belief that the proper format for a newspaper to take online, is the format of a newspaper, but online.

Of course, this is a knee jerk reaction. Every medium has a different idiom that exposes it’s value, both creatively and monetarily.

Journalism needs to explore this.

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