There, driving up in a rented silver Mazda minivan is a correspondent with gossip blog Valleywag.
But gossip site Valleywag is breaking story after story not just on its beat--but about its woes.
Even before MacWorld opened its doors Monday morning, the sharp-eyed bloggers at Valleywag had spotted the banner and put forward a smart theory.
Valleywag, which launched two and a half years ago, became notorious as an outlet for some of the tech industry's most delicious gossip.
An initial report from the blog Valleywag blamed the event on a drunken employee, however 365 spokesperson Cynthia Harris said the rumor was unfounded.
While Gawker will cut Valleywag's one remaining writer, Paul Boutin, Denton will keep Thomas and the Valleywag name with his posts appearing both there and at Gawker.com.
The head editor is Owen Thomas, a well-known figure in the Silicon Valley technology scene, having been an editor of Venturebeat, NBC Bay Area and Gawker site Valleywag.
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Owen Thomas, managing editor of Silicon Valley gossip blog Valleywag, confirmed Tuesday that the gossip site is being folded into Gawker, Valleywag parent company Gawker Media's flagship site.
Gawker Media honcho Nick Denton got the ball rolling late Friday when he poked fun at the "spokesbloggers" in a post titled, " Microsoft pays star writers to recite slogan" on Gawker's widely read Valleywag blog.
Valleywag's specialty, however, remained afflicting those who thought they had built a buffer between their business and personal practices and their image, with stories such as a running series on the trouble at Google's vaunted free cafeterias.
More intriguingly, however, Jung sits on the board of General Electric, which owns 80% of NBC Universal--that could help ease the slap fight between Apple and NBC over online video sales (a point blog Valleywag first pointed out).
Web sites such as GigaOm, TechCrunch and Valleywag--with a few laptops, a web server and some hustle--are crowding into beats once dominated by trade publications and enthusiast magazines who rely on printing presses and full-time writers and editors.
Think about being proud of what you and the people around you are doing but having to get up every day and getting sent a link from Valleywag, or Business Insider or wherever about how screwed up your company is.
More intriguingly, however, Jung sits on the board of General Electric (nyse: GE - news - people ), which owns 80% of NBC Universal--that could help ease the slap fight between Apple and NBC over online video sales (a point blog Valleywag first pointed out).
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