Blog titles are like new TV shows. Some make it; some don't. Oddjack, Gawker Media's gambling site, was one of the ones that didn't. And it's best to cancel the show sooner rather than later.

A.J. Daulerio, the editor, is a trooper, and an amusing writer, but the audience was never there. Gawker traffic stats are public, so that's been pretty obvious to anyone who checks the numbers. Gamblers want to gamble; it seems they don't particularly want to read about gambling, however.

So we're closing down Oddjack by the end of the month. We'd rather concentrate our energies on sites such as Deadspin, which have buzz and a growing audience, and new launches, which have equal potential. The moral of the story: it's easy to launch sites; much harder to make them popular.