As Dan Abrams interviewed editor candidates for his next Web site start-up, one of his questions must have stood out. “What’s your favorite celebrity chef feud?”
Mr. Abrams wanted experts for his newest site, The Braiser, which will go online in mid-May and will cover chefs who have cultivated worldwide reputations.
The Braiser will be the latest Web site in a flourishing space — foodie media — and will also be the latest expansion for Mr. Abrams, the television analyst and lawyer who has been creating niche Web sites for the last three years. His best known site, Mediaite, covers the media industry where it intersects with politics; others cover technology news, fashion, women in business, and women who follow technology.
“What will distinguish The Braiser from Day 1,” Mr. Abrams said, “is that it’s in an underpopulated yet very attractive space for particular advertisers.”
In the chase for brand advertising dollars, his company, called Abrams Media Network, is joined by networks like the Sugar Network and Business Insider. Mr. Abrams’s recipe for a new site starts with a topic like celebrity chefs. He then hires a few writers and editors to collect the Web’s best material and create original pieces about the topic, with an emphasis on boldface names. In Mediaite’s case, that would be people like Bill O’Reilly and Keith Olbermann, the names that stand out in headlines and stir up page views.