Questions for Gawker Media Publisher Nick Denton

Getting rich with Blogs
Nick Denton applies the same formula to every blog he launches: find a niche topic with broad appeal to young men, recruit a talented and crass young writer who's in it as much for the exposure as the paycheck, come up with an irresistible title, promote (and cross-promote) like hell, and wait for advertisers to call.

That's how he's rolled out each of Gawker Media's five properties -- Gawker, Gizmodo, Fleshbot, Wonkette and Defamer. So it's surely how he'll approach his rumored in-the-works sites on travel and gaming.

The formula appears to be paying off. Last month, Denton launched a sophisticated and high profile custom Web site for Nike under the Gawker brand. Called Art of Speed, the Nike blog was a genuine coup for a publisher in the still lowbrow blog arena. While Denton hasn't shared results on the site's performance, he said it exceeded targets.