Gawker’s Outgoing Executive Editor Slams Company’s ‘Brand Book’

Mission statement to advertisers: 'We go there'

The outgoing executive editor of Gawker Media pulled back the curtain on the gossip website in his long-winded resignation letter, which was, naturally, published on the site.

Tommy Craggs quit following the controversial removal of a gossip item about a Condé Nast executive at the behest of Gawker founder and publisher Nick Denton. In his memo to editorial staffers, Craggs mentioned that one of the "least rewarding" parts of his job was to subject the website's editor in chief, Max Read, who also resigned Monday, to a series of meetings about the company's "brand book," essentially its mission statement to advertisers.

Craggs, who provided a link to the brand book and called it a "preposterous exercise," said the initial copy "was approved on Thursday just hours before Gawker's Condé Nast post went up."

This is how the book starts:

"Humans are insatiably curious. But we live in a world that regularly disappoints that curiosity. What we want is the real story. Instead, what we're given is glib, diluted, and often one-dimensional, crafted by hidden agendas and served up by mindless algorithms. Gawker Media exists to cut through that bullshit."

The rest of the book goes into detail about how Gawker tells the stories that others won't, and how much it empowers its own writers to be authentic voices. The book ends with these three words: "We go there."

Gawker did not respond to a request for comment about its brand book.

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