Why we relish it
The 16-month-old website serves up a blatantly false and often highly amusing take on the sports world. For example: "Archaeological Dig Turns Up World's First Bengals Joke" and "Buddha Seeks to Distance Himself from Phil Jackson."
Recipe for success
SportsPickle's creator and sole writer, Baltimore's D.J. Gallo, 24, modeled his brainchild on the satirical newspaper and website The Onion. Gallo, a marketing associate by day, earns about $25 per month in ad revenue from Sportspickle. Stories such as " U.N. Resolution Declares Huskers No. 1" draw about 500 visitors a day, including some who don't quite get it. The Pickle exclusive "Americans Eagerly Anticipating When They'll Begin to Love Soccer" was cited in a sober article in the Arkansas Democrat-Gazette.
Who gets pickled
Everybody. Recent stories include " Bob Knight Lightly Kicks Player in the Crotch," " Serena Williams Wins Australian Singles, Butt Takes Doubles" and " Phil Mickelson to Take up Horseshoes, Hand Grenade." Not even the Greatest ("Ali Bobblehead Doll Seen As Inappropriate") is spared. "As long as athletes take themselves too seriously," says Gallo, "there will be no shortage of funny things to write about."