Since the advent of blogs, not one has been a guiltier pleasure for me than the snarky gossip-on-gossip site Gawker and its sister sites Wonkette (Did you see the cover photo of New York Times Magazine two weeks ago?) and Defamer.

Who would have known how much I would appreciate a judicious editing of the day's top gossip headlines? But I admit, after months of daily visits, these narrowly focused Web sites (media, politics, and Hollywood) can become a tad tiresome. If only the biting wit and irreverence of Gawker were applied to topics Ill never grow tired of like cars and video games.

Today that idle wish is Jalopnik, a car-focused site; Kotaku, a computer gaming site; and Screenhead, a college-oriented entertainment site. All three are part of Gawker Media's strategy to attract more young men.

We all know that corporate America has taken notice of the growing popularity of blogs -- particularly on the marketing front. Audi will be the exclusive sponsor of Jalopnik.
Although I have not yet visited these new sites, if they are anything like their kin, Ill be here late tonight making up for time lost. And their launch begs the question: How can what you do be slightly retooled for a new customer base or audience? For most of these sites, the approach is the same; it's just the topic and audience that're different.