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Gawker Gadget Blog Misleads Readers To Hype Traffic

Arts & Culture

Last week saw the Gizmodo gadget blog mislead its readers into thinking that Apple would be launching its mobile phone today. Writer Brian Lam carefully avoided the use of the word Apple in an mysterious sounding post about the launch of an 'iPhone'.

Piers Fawkes, PSFK
  • 18 december 2006

Last week saw the Gizmodo gadget blog mislead its readers into thinking that Apple would be launching its mobile phone today. Writer Brian Lam carefully avoided the use of the word Apple in an mysterious sounding post about the launch of a ‘iPhone’ that only said, “I guarantee it. It isn’t what I expected at all. And I’ve already said too much.” The post spawned a frenzy on other blogs and in the media. Even community geek site Digg was fooled as over 1700 Diggers rushed to Digg the article. Meanwhile competitor gadget blog Engadget remained silent.

News broke this morning of the launch of a phone called the iPhone that comes from technology maker Link-Sys. It’s quite obvious to us that Lam knew that the phone was coming from Link-Sys but decided to play his audience. Writing on his blog, industry commentator Om Malik said,

A couple of days ago, Brain Lam of Gizmodo played a cruel joke on the world, promising details of an iPhone, which he hinted would be launched on Monday, December 18th.

Diggers are already voting on a story entitled ‘Brian Lam is an Ass – and the iPhone isn’t from Apple’ too.

So there you have it. A blog that misleads its readers to create hype. We’ll admit, we’ve been unhappy with Lam in the past over the Gizmodo publication of a similar article that had already ran on PSFK without credit, but this has helped us make a decision we’ve been pondering for a while: which gadget feed to switch off? Bye, bye Gizmodo.

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