A New York blog of ‘snarky’ gossip and commentary about the media industry, Gawker was founded in 2002 by journalist Nick Denton, who had previously helped set up a networking site called First Tuesday for web and media entrepreneurs. Gawker’s earliest fascination was gossip about Vogue editor Anna Wintour, garnered from underlings at Conde Nast. This set the tone for amassing a readership of movers and shakers on the Upper East Side, as well as ‘the angry creative underclass’ wishing either to be, or not be, like them, or both (‘the charmingly incompetent X… the wildly successful blowhard’). Within a year Gawker’s readers were making 500,000 page views per month. Nowadays the figure is 11m, recovering from a recent dip to 8m thanks to the showing of a Tom Cruise ‘Indoctrination Video’ which Scientologists had legally persuaded YouTube to take down. Gawker remains the flagship of Gawker Media, which now comprises 14 blogs, although gossiping by ex-Gawker insiders, a fixation on clicks (which its bloggers are now paid on the basis of) and fresh anxiety over defining itself have led some to claim Gawker has become more ‘tabloidy’ and celeb- and It-girl-orientated, and less New York-centric. But its core value – ‘media criticism’ – appears to be intact.