Gawker Blog to Create More Original Reporting, a blog with 10 millions page views per month, is looking to evolve into “a more traditional news operation.”

“It’s no longer enough to take stories from The New York Times, and add a dash of snark. Gawker needs to break and develop more stories.”

“That dash of snark — the hallmark of Gawker since it was introduced in 2002 — is less valuable in a Web clogged with Gawker clones. Mr. Denton was apparently not impressed by any of the initial job applicants; within days he had decided to name himself managing editor.”

“Last Thursday the Web site published another job listing, this time seeking reporters — preferably with newspaper backgrounds — who will make and break news.”

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