Nick Denton’s Gawker Media signed Sony as the sole sponsor of a new blog covering software for the non-geek. Called Lifehacker, the site will offer “a more briskly efficient approach to using computers and downloading software,” “They [Sony] were very interested in doing something before blogging became a common marketing platform,” said Brad Bowers, founding partner of BlackInc. “Given that Gawker is a pretty well established media property as far as blogging goes, they thought it would be a good place to dip their toe in the water.”