For years after starting Gawker Media, the online publishing network, in 2002, Nick Denton ran the company out of his apartment, in SoHo. “He said, ‘If you run it out of your house, then no one expects anything,’ ” Denton’s friend Fredrik Carlström, the film producer and adman, told me. “ ‘If you have an office, people want stuff. They want cell phones, lunch breaks, beer on Fridays.’ ” Gawker Media was a deliberately fly-by-night operation: incorporated in Budapest, where a small team of programmers still works, and relying on elegantly jaded bloggers who considered themselves outsiders with nothing to lose.
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