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John Lewisworth, March 20th , 2020.

Nick Denton looks beyond a awash terrace during the Cannes Lions announcement anniversary and says,

slowly, “A lot of business gets done here, but the ambient … it’s appalling.”

Tall, with close-cropped blah hair, the multimillionaire architect of Gawker Media makes a circadian actualization on the alive Carlton terrace, area he stands afar from the announcement admiral affairs nebuchadnezzars of rosé. Both contemptuous alien and able insider, it’s the absolute abode for the bang-up of a aggregation that started as a account blog and now runs several acclaimed spin-offs, from Gizmodo to feminist armpit Jezebel. “I’m straddling two worlds, as I consistently do,” he laughs. “Sometimes, I feel a bit stretched.”

Denton and Gawker, already in the bosom of above changes, are actuality continued added than anytime afore by a accusation that was due to alpha on Monday afore actuality adjourned for at atomic a ages due to acknowledged technicalities. The trial, in which above able wrestler Hulk Hogan is claiming $100m for ache acquired by the advertisement of a sex tape, could ruin Gawker and absolutely Denton, who still owns a 68% pale in the aggregation he founded 12 years ago.

Under Florida accompaniment laws,

Gawker would be accountable for the actual acquittal upfront in the accident of Hogan winning. “We don’t accept $100m in the bank,” admits Denton. Yet he looks to be about adequate the scandal. With its aggregate of abusive capacity (“flask” sized penises and a key attestant alleged Bubba the Love Sponge) and big account assay (“this is the better Aboriginal Amendment case in the internet age”), Hogan v Gawker is a archetypal Denton story.

When we aboriginal met as adolescent reporters on the Financial Times, he had already won a acceptability for actuality a ablaze if somewhat cruel announcer – the subs dubbed him the “mad Magyar” aback he came aback from actuality a axle in Hungary. He was possibly the aftermost actuality anyone would accept best as the approaching arch of a armpit which outs celebrities and publishes sex tapes involving a 62-year-old wrestler. And yet Denton consistently admired communicative details, as with his accessible joy at advertent that Barings rogue banker Nick Leeson acclimated superman as his computer password. “Gawker is a absorption of allotment of me,” he says now. “Gossip is the aboriginal abstract of news.” Or, as he said aback he aboriginal set up Gawker, journalists acquaint the best belief in the bar afterwards assignment rather than in the paper. Friend and above FT aide John Gapper compares him to Rupert Murdoch: “At affection he’s a abundant traditionalist. Like Murdoch, he loves a abundant story.”

The Hogan sex tapes, accompanied by an article answer why “when acclaimed bodies accept it’s afterpiece to the sex we as civilians accept from time to time”, isn’t conceivably a abundant story; but, like it or not, it comes in a continued band of generally blatant tales which analysis the accuracy of columnist freedom. “We will not be allotment of the lie if anybody knows,” Denton says. “We don’t comedy your games. We are not allotment of your PR business machine.”

Denton compares it to Hustler magazine’s banter on religious incest in the Larry Flynt case, and a federal cloister allowance has already sided with him, cardinal that advertisement of the band was contemporary and served the accessible interest. A cloister allowance in Florida, Hogan’s home state, may be beneath absorbed to do so.

Denton calls the Hogan balloon “nothing beneath than a affray of cultures”.

In one bend is a self-proclaimed all-American hero accepted for the altercation of his “mancode” on shock-jock radio. In the other, a gay Brit whose Hungarian mother survived the Nazis, who lives with his bedmate in city Manhattan and makes no abstruse of his affection for recreational drugs. Denton discusses at breadth how advertisement of the sex tapes is important in authoritative a angle adjoin celebrities authoritative their own image, but fails to acknowledgment the actuality that the Hogan story, band now removed, has so far been clicked on 5.3m times. Gawker was the aboriginal media aggregation to focus on application such abstracts to adjudicator the account of anniversary report, and absolutely anniversary reporter. Writers, famously, were paid bonuses depending on how accepted their belief were.

That all afflicted at the end of aftermost year when, as able-bodied as appointing a new seven-strong beat lath and accepted new editor-in-chief, Gawker started application added acceptable methods of incentivising agents – the angle of chief editors. The anytime acute Gawker users accept remarked on the access in belief like this one about Greece as able-bodied as the added acceptable video clips of Miley Cyrus allegedly snogging a woman It was amaranthine videos of bodies throwing buckets of ice over their heads, a abnormality which collection astronomic amounts of cartage to Gawker aftermost year, that assuredly prompted the change of heart. “The ice brazier adventure was the affair that absolutely angled it for me. It was the better cartage adventure of the year and you could feel writers aggravating to do their own adaptation of it. That’s badly allurement and a accustomed cessation of how we incentivised staff.” In a continued and beautifully accounting article to them, he explained: “Editorial cartage was lifted, but mainly by viral belief we would rather apish … We, the freest journalists on the planet, were disciplinarian to the Facebook algorithm.”

“Publishers are addled by data,” he says to me. “They’ve looked at the archive for so continued they’ve absent afterimage of the purpose.” Ironically, perhaps, he didn’t alike apprehend the adventure about Hogan until it had been posted, a assurance as far aback as 2012 that he was alpha to alleviate his vice-like grip.

Almost anybody who knows him believes this new almost airy Denton can be accustomed to bedmate Derrence Washington, an amateur Denton met in 2011 and affiliated in a huge bells at the American Museum of Accustomed History aftermost year. A beat in the New York Times’ Vows column, ahead endlessly mocked by Gawker, included Denton saying: “I was consistently accepted to be successful, but I never absolutely believed that I would be happy. I believed that success was activity to be my consolation.”

The brace are planning to accept accouchement – “having kids is not article best gay guys grew up with alike as a dream”, he says, still aural amazed. At 48, he is additionally cerebration about the approaching of his company, which has an estimated amount of $250m with revenues of $45m in 2014. The move into video agency that Denton for the aboriginal time is because alfresco investors. The 32% Denton doesn’t own is captivated by employees: “If it wasn’t for my outsize pale you could attending at this as actuality a workers’ collective.” (The aggregation has aloof unionised, the aboriginal big online media aggregation to do so.) “I don’t appetite to get big for the account of it, but I anticipate appropriate now beyond media companies are added applicable than abate ones.”

He isn’t attractive for a above change, however: “I don’t appetite to accord up control, not in the aboriginal instance.”

Staff and absolutely users are articulate aback they disagree with something, and Denton’s admiration to acquaint a association atmosphere with his much-criticised Kinja amusing media belvedere has not gone bottomward well. Yet afar from accomplishing deals in the Mediterranean sunshine, he is adequate arena with a new favourite allotment of the empire: “Lifehacker apparel area I am appropriate now philosophically,” he says of the armpit with the tagline, “tips and downloads for accepting things done”. At one point, he offers a $1,000 bet that the WPP/Snapchat/Daily Mail accord appear in Cannes will accept appear to annihilation in a year’s time. I decline, but would accept said yes if he’d asked me to bet that he would backpack on accepting things done.

Curriculum vitae

Age 48

Education University College School, London; Oxford University

Career 1990-98 Financial Times, reporter. Foreign stringer, after San Francisco contributor 1998 Founds Aboriginal Tuesday, and Moreover Technologies 2000 Sells Aboriginal Tuesday for appear $50m 2002 Founds Gawker Media 2005 Sells Moreover Technologies for appear $30m; launches Lifehacker 2012 Launches Kinja; Gawker posts Hogan sex band 2014 Announces about-face to ‘collective leadership’

TopicsNick DentonGawker MediaDigital mediaInternetinterviewsShare on FacebookShare on TwitterShare via EmailShare on LinkedInShare on PinterestShare on WhatsAppShare on MessengerReuse this content

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