Gawker way to blog, by the book

An internal memo leaked out of the Gawker blog empire (which is Defamer here in L.A., plus Wonkette, Gawker, Valleywag, et al) advises writers on what makes a good blog post to boss Nick Denton. Some have already become stereotypes of the form. Highlights:

THE RAGE OF THE CREATIVE UNDERCLASS We need to put back the Gawkeresque angry-creative-underclass glint to our voice. Just one glint of nastiness per post. I loved Carlson's advice to Paultards on their irrelevance: "Don't just take my word for it. Go to the polls and find out for yourselves." Zing, and irrefutably true.

DENTON'S FORMULA: MIX A PLUS AND A MINUS
If someone screwed up in business, find something nice to say about them: "The charmingly incompetent CEO." If someone succeeded, find a way to slap them. "The wildly successful blowhard." Denton says this is a key to Gawker posts about people, and when he got lazy he slipped on it and readers noticed in a roundabout way that the site felt less brilliant....

BE INSULTING, BUT BE SURPRISING
Calling Ron Paul a loon isn't edgy. Much better was "voting for Ron Paul sends a message. The message is you're crazy and hate the FDA."...

ONE JOKE PER POST We've slipped on that. Too many jokes comes across as not having enough to report. Keep the post short and move onto the next one....

BAIL EARLY Surprise readers by quitting on a review or report halfway through it, once you know you've hit the hight points already. Find some reason to explain your exit.

More at New York magazine's Daily Intelligencer.