"Five years ago, Chris Batty, until this week Gawkerâ€™s vice president of sales and marketing, was looking to fill un-purchased ad space on the site. He wanted to forgo the â€œhorrendous creativeâ€ of ad networks that litter sites with penny stocks and would keep his sales teams pushing buttons instead of building relationships. Batty sought something prettier, more intimate, more unique for the companyâ€™s growing real estate. She didnâ€™t act on Battyâ€™s inspiration, but he did â€” bringing images of artistsâ€™ work to stand alongside Gawkerâ€™s blog posts.
"The result was a workaround that gave Gawker full control over its pagesâ€™ aesthetics. Born as a stopgap to complement blog posts, Gawker Artists is now taking on an unexpected life of its own â€” it became a standalone site in 2006 â€” in large part by thinking of art not merely as a pretty placeholder for text but as something that could survive on its own."