Dethroner.com
Joining the quest to capture the elusive "average male" market, Gizmodo veteran Joel Johnson throws in his two cents with the freshly-launched Dethroner. Touting itself as "the perfect guide for the imperfect man," the site features a standard array of male-oriented topics (beer, meat, shaving) organized into weekly themes, kicking off with men's fashion, a genre-pigeon-holing subject avoided by some of his more "keg-stand and T&A" competitors. In a style aiming for a Cuisinart blend of Maxim and Men's Vogue, Johnson offers polls on the "played out"-ness of hooded sweatshirts under blazers, dispatches advice on creating a basic fall wardrobe and analyzes the meaning of the Deadwood mustache.
While his niche is filling up fast, Johnson's idea is sound and his execution smooth. Though whether "imperfect" masses of net-cruisers will click to read features like "Should I Wear Vests" or "Ask Dethroner: Why Isn't Shampoo Soap?" remains to be seen. Either way, thanks to Joel for giving us an excuse to run this graphic.
— Melissa Lafsky
