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He is the founding editor of one of the edgiest and most popular sports blogs. Will Leitch runs Deadspin.com and is in town promoting his book, "God Save the Fan."  Leitch spoke about his book at the Harry W. Schwartz bookstore in Brookfield.

"The book is already dated," Leitch joked.  "Don't buy it.  It still has (Cardinals manager) Tony La Russa with the A's."

"God Save the Fan" is a collection of essays that Leitch wrote about sports.

"The book is more kind of what I learned in talking with so many fans over the last three years now," Leitch said.

Leitch started Deadspin back in September of 2005.

"I wanted to have something that spoke to the way people actually interact with sports," Leitch said.  "I wanted to kind of bridge the gap between the people that work in sports and the people that consume sports and hopefully it's been effective in that.  Certainly, there have been things, I would loved to have handled better.  You write 30 posts a day for three years.  There's always stuff that you wish you would have done a little better."

ESPN is a constant target in Leitch's book and on Deadspin.

"ESPN.com is such a different product than ESPN the network." Leitch maintains. "It's a much better product.  The reason is there's more competition on the web side than there is for the network side.  On the web site, you have to deal with Yahoo, you got to deal with SI.com, you have to deal with all the sports blogs.  It had to take chances."

Leitch was verbally attacked by Pulitzer Prize winning writer Buzz Bissinger last week on the HBO show Costas Now. Bissinger said during the segment on the show, "I really think you are full of (expletive). I think that blogs are dedicated to cruelty, they're dedicated to journalist dishonesty, they're dedicated to speed."

"I had to kind of speak for sports bloggers," Leitch said. "And let it be known that we aren't these crazy people that are all just with their face painted in their mom's basement.  We're like regular people, regular fans like regular intelligent people."

Leitch took everything that happened on Costas Now in stride and has an interesting outlook and how things could play out in the future.

"Who's to say that in 30 years, I'm not going to be sitting on a panel like that being like 'remember when people used to communicate through words and remember when people used to communicate with their thoughts and talking to one another as opposed to the biometric mind meld that they do now.' A lot of it is generational"

The future of sports media may lie in the hands of people like Leitch.

"Generally speaking it's a way when you're at a party that you don't want to be at, you find the one guy that you can talk with about sports, you can talk with him all night about it," Leitch said. "That's what sports is really supposed to be about.  I think sometimes when you work in sports, you lose sight of that a little bit. I know I did when I did that."