According to the head of Gawker Media, Nick Denton, online media need to become more like television, states an article on paidContent.org. "It means a screen which is less constrained by the need to have three or four ads and every single bit of content on one screen," Denton was quoted as saying in the article. paidContent speculated whether Denton was making reference to a future Gawker redesign.

There will always be space for writers, however, even if just to put text around a video. He expressed frustration with blogs, noting that for the Gizmodo iPhone 4 story, "we had to cease publishing for six hours to keep this story at the top of the page." Gawker's goal is to focus more on new media and less on old media. "I always say that our readers are interested in [Mark] Zuckerberg, not [Mort] Zuckerman," the article quotes Denton as saying.

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