New name, same old game: Turning news into newsvertising.

Via the International Business Times:

Gawker Media Hopes To Spur E-Commerce Revenue With ‘Commerce Journalism,’ Says Nick Denton “Your beat is helping readers buy things,” Gawker’s new job description reads. The ethical and business challenges of creating “advertorial” content aside, Gawker Media sees its future in an e-commerce revolution inspired by sponsored posts and so-called “commerce journalism.” In a memo leaked Thursday and posted on Advertising Age, Gawker founder Nick Denton said he expects at least 10 percent of the company’s revenue in 2013 to come from e-commerce activity, a quarter of the 40 percent growth he projects for the entire network.

Here’s how it works, according to the Gawker jobs listing:

What is Commerce Content? It’s a brand new thing that merges writing and product curation. Most importantly, it adds value to our readers lives. So commerce content includes everything from posts about the cheapest deal on something our readers already want to introducing them to valuable new products they’ve never seen. It’s a new type of service journalism. And yes, we generate revenue when products sell. What You’ll Do Your beat is shopping . . .

As always, Gawker resorts to the “adds value to our readers’ lives” gambit.

But what it really adds is value to Gawker’s bottom line.