VNU Buys Into Blogs; Denton Giggles to the Bank

This is the first blog publishing deal that feels really corporate.

A pact was reached between Nick Denton's Gawker Media and VNU, publisher of Billboard and Adweek, to expand tech blog Gizmodo into European markets. Posts from the English language blog will be translated into five languages -- including French, Italian, German, Dutch and Spanish -- and augmented with entries geared toward local markets. These are written by VNU bloggers.

For Denton it looks like a slam dunk. He lends the Gizmodo brand and content, and gets a chunk of whatever ad revenue results. For VNU, this is clearly a test: Can we buy our way into blogs by licensing popular titles? (all due respect to Adweek blog Adfreak)