Gawker Media managing editor Lockhart Steele downplayed any particular marketing strategy. "There's no special trick other than going with our gut," he said, adding, "We think of things that would be entertaining to us. If the site grows a large audience, there will be advertisers….Gawker sites tend to succeed or fail on whether they're a good site." He pointed out the company has shut down three of its sites. Still, there's one strategic move that's a bit more in line with traditional media: "We're shifting to a place on all the Gawker sites to a world where we should be breaking news and getting exclusives all the time."
The site will cover beauty and fashion, celebrities and relationships — all traditional women's magazine fodder — but with a satirical tone. "When I took the job, I had to assume I would never work for a women's magazine again," said Holmes. "If I approached it with trepidation about who I was going to p--s off, I wouldn't be doing my job right." — I.C.