Gawker Media's Nick Denton has just the fluid to cool down overheated expectations of the "blog revolution."

An excerpt from the NYT story:

DON'T ask Nick Denton, publisher of Gawker Media and its growing list of popular Web logs, about his empire. "People come up to me as if it's witty and say, 'How is the empire going?' " Mr. Denton said, "which is pretty pathetic."

Don't ask him about his business plan, either. He says he never had one. The only reason he formed the company, he said, was to make his network of blogs - which includes Gawker, the flagship chronicle of Manhattan news and gossip; Fleshbot, the thinking person's diary of smut; and about 10 other titles - more attractive to advertisers.

"It doesn't help with readers," he said. "It's actually a disadvantage, because it looks corporate."

At a time when media conferences like "Les Blogs" in Paris two weeks ago debate the potential of the form, and when BusinessWeek declares, as it did on its May 2 cover, that "Blogs Will Change Your Business," Mr. Denton is withering in his contempt. A blog, he says, is much better at tearing things down - people, careers, brands - than it is at building them up. As for the blog revolution, Mr. Denton put it this way: "Give me a break."

"The hype comes from unemployed or partially employed marketing professionals and people who never made it as journalists wanting to believe," he said. "They want to believe there's going to be this new revolution and their lives are going to be changed."

For all of the stiff-arming and disdain that Mr. Denton brings to the discussion of this nonrevolution, however, there is no question that he and his team are trying to turn the online diarist's form - ephemeral, fast-paced and scathingly opinionated - into a viable, if not lucrative, enterprise. Big advertisers like Audi, Nike and General Electric have all vied for eyeballs on Gawker's blogs, which Mr. Denton describes as sexy, irreverent, a tad elitist and unabashedly coastal.