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Hulk Hogan Gawker

Brand of the day: Gawker

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By Rebecca Stewart, Trends Editor

July 27, 2015 | 3 min read

Welcome to Brand of the Day, where we pick the brand making headlines and explain what you need to know about why it's in the news.

US blog Gawker is our brand of the day.

The website is set to relaunch today, and chief executive Nick Denton has hinted that the company may even change its name.

Just last week, the publisher lost two of its editors following the removal of an article which alleged that Conde Nast chief finance officer David Geithner was arranging to meet up with an escort.

Executive editor Tommy Craggs and Max Read, editor-in-chief, departed amid claims that the story – which they supported – was taken down following pressure from advertisers.

Headquartered in New York, the blog was founded by Denton and Elizabeth Spiers in 2002 and is a self-described 'one-stop guide to media and pop culture'.

In 2006, the company unveiled a now defunct celebrity-tracking Google Maps mashup named 'Gawker Stalker Maps'. The platform was designed to 'visually pinpoint the location of every stalk-worthy celebrity'.

Unsurprisingly it drew criticism from stars and publicists alike, who believed that the software violated privacy and would make famous individuals more vulnerable to attacks.

From upsetting Scientologists, to being slammed by the National Organization for Women following an anonymous post titled 'I had a one-night stand with Christine O'Donnell', the publication is no stranger to scandal.

The site was ransacked by hackers in 2010 when a group operating under the name Gnosis released a 500-MB file containing the blog's source code, commenter and staff passwords, as well as internal discussions between the company’s employees.

It is currently embroiled in a $100m libel case against Hulk Hogan.

Back in 2012, the blog published excerpts from a sex tape featuring the wrestler and the wife of his best friend, Heather Clem. Hogan is suing for invasion of privacy.

A few days ago audio emerged in which the former WWE star can allegedly be heard making repeated racist comments during a radio interview.

The tape was set to be played at the forthcoming trial and while Gawker has denied responsibility behind the leak of the rant, Hogan’s lawyer has vowed to "bury" the site if this is found to be the case.

Today's relaunch signals a new direction for the media company.

In a memo to staff released today Denton said: “We will face up to celebrities and other public figures who use the courts and other pressure to suppress the truth; reinforce the existing church-state divide; establish a clearer standard of newsworthiness; inject some more humanity into Gawker.com; bring in more experienced executives, managers and editors; and refine our workplace culture; and continue."

Hulk Hogan Gawker

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