Several small niche sites in health, sports and video gaming appear to be bucking the downturn trend and registering growth in traffic and revenue, reports Jessica Vascellaro and Elizabeth Holmes in today's Wall Street Journal.

The Journal reports that several of these smaller players are producing content at low cost and striking distribution and syndication deals with bigger sites in need of original content. 

One of the players mentioned in the story is HealthCentral, a fast-growing consumer site for medical advice (screen shot here). 

A new niche publisher, Whiskey Media, founded by CNET co-founder Shelby Bonnie has been getting traction with the Giant Bomb, a new video gaming site, the paper reports.

— Andy Plesser, Executive Producer