Today as, unlike other sites, The Awl marks no sort of anniversary at all, co-founder and Associate Editorial Director Alex Balk talks about the first five months and sixteen days' surprises, obsessive commenters, print's premature obit, Sarah Palin, his enormous penis... and what's next for the site.
So how was your first five months and sixteen days at The Awl?
Excellent! I've finally found a medium commensurate to my peculiar metabolism. That sounds believable, right? I revel in the immediacy, the responsiveness, the real-time-ness. I used to be the impatient type. Now I'm the serene type. Because I've started drinking in the mornings! No more waiting around for bars to open or Choire to run out for cigarettes so I can sneak a quick shot. I put the bottle right out there on the table and pull from it pretty much throughout the day. Plus I'm working with a brilliant young staff and a superb executive editor, Cat the Cat, who runs the show.
How's traffic these days?
Beyond our wildest hopes when we started last April. We closed September at a million billion monthly unique readers and 35 million trillion page views, which is up 70 percent and 220 percent, respectively, since our first month. It took me two years to build my Tumblr to less than half that number. And the readers are loyal: 60 percent of them come back again within 24 hours. Lord, do they ever. It's like they NEVER STOP COMING AND NEVER SHUT UP. Of course, keeping 'em satisfied is a 8/5 task. I know what the tireless blogger Andrew Sullivan means when he told me last summer that he sometimes gets so high on weed he can see through time itself.
Do you read the comments?
Each and every one of them. I embroider the wittiest ones on pillows in my spare time. We have well over 40 zillion commenters who have each commented over 500 zillion times! There's one called Cho who often weighs in with a contrary view on doing posts about Lauren Conrad. Earlier this year I was introduced to a Tuvan throat singer who was visiting New York, and he told me he liked The Awl. Yeah right, I thought, until he suddenly blurted out "Grrrrgrgrgrglllgrgrglll!" It's all about undertones with those people.
I log onto The Awl and find bear videos alongside Chris Lehmann's column on the grotesqueries of American capitalism. What's the big idea?
That's the big idea. Bear videos, rich people things-it doesn't matter, as long as both are covered with a sharp, original, Awly take. Or we need a post.
What's with you never being on TV?
Nobody asks. Why am I NOT ON TV? I'm FUCKING GORGEOUS! This face could sell anything! Why won't any of those bitches book me?
Any new developments?
It's been nothing but new developments round here. Last week we emptied the ashtrays for the first time in three months. We looked like coal miners! Oh, the fun we had.
On the site itself we've rolled out four new verticals: Contributors, Most Viewed, Most Commented, and most recently Read On, our new "extended post" feature. The gorgeous photography and photo galleries that you see on most sites, by the way, have been something we've talked about doing, but we haven't yet been bothered enough to actually look into it. We need to train our readers to blindly click through anything, which hasn't happened yet. A few more bear videos might dumb 'em up, though.
Where's the advertising?
Hey, don't be so impatient! We were lucky in a way to start in the deepest recession since 1929. Our business plan required us to focus on traffic first, then in the second half of the year on advertisers-which was a good thing because there weren't any. Now we have started to reel 'em in, led by our business manager and digital guru David Cho. From our small start with fart jokes, we've ramped up to, I dunno, whatever you see to your left. There's lots more in the 2010 pipeline. We have literally seven hundred bazillion ads coming in! David Cho, our advertising manager, co-originator and one of the sharper minds of the three of us, has challenged us to think beyond the troubled banner ad, and we are well on our way. He's planning a nudie calendar for Christmas, but so far I'm the only one who has volunteered.
What has been your top moment and one you'd like to forget?
One I'll never forget was the high of two weeks after our launch when we were both like, You know what, fuck this, let's take the afternoon off and go have lunch. Which we did. Separately, of course, because we don't want to spend one more second in each other's presence than absolutely necessary, but it was still a great, great afternoon.
And we've had many great highs since. I'm particularly proud of the contributions from [Can we have an intern fill this slot in with the name of every columnist ever? What? We don't have an intern? Well why the fuck not? Oh, right, like I'm the only sex harasser here. Fuck you, I hate you!] Doldrums? Hmm, not many. Except when a friend like Benson the carp dies and you are as close to the grief of the readers who comment as you are to the throb of political excitement when it catches.
Are you and Nick Denton still on friendly terms?
You betcha. Last time I saw him he actually said "Go away" to me rather than just giving me that two-fingered salute that means "fuck you" in England like he usually does.
I heard you have a Secaucus bureau? What's next, Hoboken?
No Secaucus bureau yet, thanks. The whole notion of bureaus is so 20th century. Get me a smart blogger with a laptop and an iPhone in Jersey City or Fort Greene and The Awl is in business. I realized how fast good foreign journalists will find you during the Iran elections right after we launched. We had a constant stream of great pieces on the crisis from terrific Iranian journalists who were on the ground. I mean, sure, we ripped them straight off of Twitter, but that counts.
Are you still writing print's obit?
Yes. Yes I am. Suck it, print, you dying motherfucker. I hope you choke on your ink bottles. I will bury you deep in a hole in the ground, rape your corpse, and then defecate on your violated carcass. I will-I'm sorry, what was the question?
How often do you come into the office?
Every goddamn day. It's like entering a crackhouse, only with worse lighting.
Which story are you more obsessed with, Silvio Berlusconi or Sarah Palin?
I am sick of both of them. But it's safe to say that Palin's got a better rack.
Who's more dangerous to the world?
Neither, if The Awl has anything to say about it. Because we are THAT IMPORTANT. We're the ones who came up with the phrase "Summer of Death," you know. Did you know that? Because we did.
Anything else?
I want to thank our hard working staff, our columnists who do excellent work for no pay, the rich people who are probably chomping at the bit to give us a gajillion zillion dollars, and our wonderful readers for your enthusiasm, repeat visits, commenting obsessions, video addictions-and a fabulous first five months and sixteen days. You too, Cho. Ya traffic-whoring DB.

(Might as well!)
Is the 60%-come-back-within-24-hours thing the true one? I like facts on things I like.
Also. Are you alone in Choire's apartment with the cat?
That was a typo. It's 60 quintillion percent within 2 hours. Also, Choire came back. So now Cat and I playing in the changebowl while we let him blog.
again, this sounds like a suicide note.
They always do.
Agreed. Related. I have spent all day reading lost and found pet ads from the past decade. I can't seem to pull myself out.
http://www.flealess.org/lostpets/archives/massachusetts/massachusetts_2005.html
LOST COCKATIEL: Peanut is 9 weeks old. Peanut does not have a right foot. He may respond to the sound of a spoon being tapped off a glass. When he heard that he knew it was time to be fed
LOST DOG: her name is madison she answers to that or maddy she had no tags and she may have still had on her collar with a halloween bow she is extremely missed
They gave me a crippled dolphin.
Good on ya mate! I like the AWL. You know what else I like? Natasha's Mad Men recaps. Did I miss it? If I did it would only prove that I have not yet become less stupid; but I have learned to live like that. Is she in the slam again? Love the site!
BITCH IS SLOW. It's up now though!
That is SERVICE!
[Insert Awl Newsletter Joke Here]
The Philadelphia Daily News... IS PEOPLE!!!
I hope it is organic, free range, sustainable people. Not people farmed with slave labor that is cyclically put in prison.
I demand an apology.....
from anyone who didn't believe in yous.
Unease. That is my feeling. I'm not sure if I have been insulted or patronizingly half-embraced.
Regardless. Happy ... um ... carry the 6 ... wait did you really start on 4/20?
I am of course joking. I love the Awl. Here's to another 5 months and 16 days!!
#CAT THE CAT, #BALK'S COCK TEASE, #IS THE FACT THAT THE SITE KEEPS GOING DOWN DIRECTLY AFTER HAVING POSTED THIS SOME KIND OF META JOKE?, #THOSE OBSESSIVE COMMENTERS AM I RIGHT?, #SARAH PALIN'S RACK, #SARAH PALIN'S RACK REALLY DOESN'T GET THE PLAY IT USED TO WHEN SHE WAS JUST THE HOTT ALASKA GOVERNESS ON WONKETTE LO THOSE MANY BLOG EONS AGO
Oh boy, here we go!
TAGS: BALK ON BALK, MILESTONES, NICK DENTON'S ELEGANT FINGERS, THANK GOD YOU EMPTIED THOSE VILE ASHTRAYS, CAT THE CAT, THE AWL PIPELINE REPORT, YES ALEX YOU ARE GORGEOUS, HOPES & DREAMS
umm
#INSIDE THE APARTOFFICE, #SWIMMING IN THE CHANGEBOWL, #DID ANYONE ACTUALLY WIN THAT CHANGEBOWL CONTEST BTW?, #HITTING REFRESH CONSTANTLY
Seriously: did anyone actually win that change-bowl contest?
I've been too lazy to take it to the bank. Too poor. Too heavy. Whatever. *Shrugs*
You know that things full of money right?
I am proud to be counted among the kabillion of viewers...It is so meaningful to be part of something only slightly bigger than me.
Congratulation also on never using the expression, "l’affaire Madoff."
Where are all the posts about Julia Allison?
For a second I thought this might have been one of those sponsored posts in which you're (somehow) free to write whatever the fuck you want. Then I clicked in and, well, not sure what this is really.
I just have this picture of Balk in my mind where he has "LOVE" tattooed across one set of knuckles and "BEAR" across the other.
IF ONLY!
I've been waiting my entire life for the perfect tattoo idea and you've just provided it.
BUT WHICH ONE COMES FIRST?!?!???? is it LOVE-BEAR or BEAR-LOVE?
You can't have bear-love without a love-bear.
You know Alex, although this interview is very funny (of course), I have to admit that Tina Brown's original is even funnier.
Take this excerpt, for example:
"Do you read the comments?
I’m obsessed with them. I love the smart, engaged audience arguing with us and one another. We have well over 1,000 commenters who have each commented over 1,000 times! There’s one called Spass who often weighs in with a contrary view on American politics. Earlier this year I was introduced to a Bulgarian telecommunications executive who was visiting New York, and he told me he liked The Daily Beast. Yeah right, I thought, until he suddenly blurted out 'I am Spass!'"
I mean Jesus, you just can't make this shit up, you know?
Does The Awl any Bulgarian telecommunications executives who post comments containing contrary views about about American politics?
I THINK NOT.
Nice try, but you are not going to out the Bulgarian telecommunications executives among us with your outrageous challenge. They tend to prefer face-to-face confrontations, I hear, and are probably at this moment making their way to Connecticut, faces streaked with iridescent commando-paint.
Hey, I realize Bulgaria is generally-and also in this case-just a handy punchline-country, but I actually AM Bulgarian and have been obsessively reading the Awl lo these months.
My views of American politics generally accord with the mainstream. Plus I live in Chicago and work in an office. NONETHELESS!
Priatno mi e da se saposnaem!
Hello BULGARIA!
"Also... PRINCESS DI! BLAH BLAH BLAH!"
The real quotes in yesterday's NYT piece on Lohan designing for Ungaro had me wondering if I should turn in my commenter card. I JUST CANNOT IMPROVE ON THAT SHIT.
Also, FEEEEEEELINGS.
Also also, I expect the imminent arrival of the Naked Balk Calendar to be announced in the Daily Newsletter posthaste.
servicey!
What daily newsletter?
the right to bear arms? the right to bare bear arms? the right to bare bears?
"... a sharp, original, Awly take" sounds positively porny.
Oh, and has there been a Housekeeping-stylee report on this superannoying automatic page reloading thing that I may have missed while I was working on this wicked tan last week?
MANTOOTH!!!
!!!!!!!
Next summer should be the Summer of Death by Bears.
And in honor of this Alwsome post you should change the date on it to Awlctober 6, 2009
AwlRighty then.
Seriously.
Why don't you let us go crazy with "Awl" winner gets the Change-bowl.
Meh. The Awl isn't really that interesting which means I can check it without worrying that I might not get back to my real job. There are a lot more interesting sites, but at those I end up becoming too engrossed and blow off the stuff I'm supposed to be doing. That *never* happens to me with this site. At this very moment I'm more than eager to get back to work and stop wasting my time here. Good job guys!
Meh. In the pantheon of spectacularly backhanded compliments, I've read better.
Offices are for losers, Bucko.
I can't believe the Awl has already hit the magic five-month, sixteen-day time unit thing, but pray, what was the exact number of days between the Twilight of Gawker and the Advent of the Awl? Because those were some dark days in there, when I was reading every word of Radosh and following every link on The Morning News and my boss was getting one crazy outlier number of a word count out of me.
The Awl...
Wasn't he one of the Watchmen?
When's the print version coming out?
I just wanted to comment to be a part of the celebration. I am all for group-think.
You got me. And that's important, isn't it?
Isn't it??
Hello?
I would like to remind all you goddamn ingrates that the PG-13 Awl Contributor Calendar idea was initially mentioned by moi many many comments ago in an entry far far away.
The Naked Balk Calendar? DERIVATIVE FILTH
Still want one.
Jus' sayin'.
MANTOOTH!!!!
Hey, if Natasha can do it, why can't I?
Less Balk, more Balk's Cock. I feel cheated.
I'm interested in spending the day in my underwear, drinking and smoking. I'm currently in grad school, but that can't last forever. Would you mentor me on how to "live the dream"?
Hey, we wear pants. You're gonna have to go somewhere else for that.