I just discovered The Awl app for iPad. It's large type, simplicity in design, and Weekend Companion reading format are intriguing, but what do we think of the content? Something I should add to the reading list?

The Awl is the bestest. As is @Choire.

One of my favorite parts is that I'm always surprised with what I find there. I think a lot of small blogs tend to double down too soon on their "Thing," which makes me only click through if I'm in the mood for reading their type of content. Gawker is a great example of this — I always know, whether I'm reading about technology or puppies, that I'm going to get some prickish, snarky take on it.

Like my most favorite retail stores (e.g. clothing, books) The Awl's edit is always really original and expressive and fun. You never know what's around the corner :)

Cool, I'll check it out in more detail, then. Do you read on the web or have their app?

And I definitely agree re: doubling down. Is this necessarily a positive or negative thing though? Blogs that have their "things" will be original and memorable. They might also alienate an audience that isn't looking for prickishly snarky copy, for instance. Maybe that's not their concern. And like you said, you'll only click through if you're in the mood. What if you're not? Loss of readership, I guess.... Is your point that The Awl transcends these issues by not pigeonholing themselves into a particular "thing?"

Thanks for adding me Billy. I hadn't checked out Awl at all until a few days ago, but am really liking it as a refreshing change from the norm. Feels like a hip new version of The New Yorker - hope it stays around!

I mostly just find their stuff on Twitter, actually. The last fantastic thing that came to me that way was this essay by Cord Jefferson over the weekend. Totally unlike anything I've read from him before — not sure what made it end up running on the Awl, but I love that it did.

FWIW, to your second point: I agree that making more focused choices about readership, tone, content — like Gawker has — can be a better business decision, but I still think a more mixed bag like the Awl feels like a fresher take on what it means to do "editorial." I hope the money follows.

What say you, Choire? :)