The Awl is expanding. The three-man enterprise, run by editors Choire Sicha and Alex Balk and publisher David Cho, will now include a fourth in its effort to launch a new site today called Splitsider, which will focus on comedy and entertainment news. Headed by former Gizmodo associate editor and sometime comedian Adam Frucci, Splitsider will be an Awl-like take on the world of entertainment.

“It’s a blog about movies, TV shows, web videos, books and the people behind them,” Mr. Frucci said. “But it’s centered around comedy. I feel like there’s a lot of talk these days about how the internet is changing entertainment, but I feel like comedy is really where that’s happening more than anywhere else. ‘Mad Men’ isn’t really threatened by three-minute YouTube videos — ‘SNL’ skits are.”