gawker media

• Founded in 2002, Gawker Media is the publisher of 12 of some of the web's best-loved publications.

• Gawker Media has been a critical force in pushing the blog-medium into the mainstream

• Gawker Media marries a traditional publishing model and an all-star editorial masthead with the audience engagement borne out of the candor, frequency and hyper-linking of the blog format.

What is Gawker Media?

Our Brands

An Annotated History of Gawker Media

2002 2003

2004

20062005 20072008

Honors

Top 100 Blogs (October 2007)

10 out of our titles made PC Magazine’s Top 100 Blogs list in 2007. 7 of them are in the top 50.

Bloggie Awards 2008This year Gawker Media’s properties were nominated for a record 18 Bloggie

Awards at SXSW and came away with three wins!

Best New Weblog: JezebelBest Group Weblog: Jezebel

Best Computers or Technology Weblog: Lifehacker

http://www.jezebel.com/

http://www.jezebel.com/

http://www.lifehacker.com/

GMG Traffic Growth

X3.8 Million

X5.1 Million

X4.9 Million

X8.1 Million

X5.8 Million

X6.0 Million

X=Unique Visitors

Part Blog, Part Traditional Publisher

Comprised of short posts and hyper-links out to other sites, blogs recognize the limits of the web to hold attention and exploit the advantages of the internet


Organized in a reverse chronological fashion, making it very easy to tell what content is new since last visit and to follow an editorial narrative


Very frequently updated

Gawker Top Level

Monthly Reach: 28 Million Monthly Frequency: 7X


• All content is created by paid professionals under significant editorial direction and curation

• Chinese wall

• We strive to create marketing results for our brand partners

Gawker Titles

• The Gadget Guide: so in love with new toys it’s unnatural.• 5.9 Million US Uniques (Quantcast) – 93% Male (Gawker Survey

Q4 07)

• Gaming gossip, cheats, criticism, design, nostalgia, and predictions. Don't go and get a life just yet.

• 2.6 Million US Uniques (Quantcast) – 93% Male

• Makes getting things done easy and fun with life-altering tips and tricks for managing your information and time.


• Highlighting the goofs of modern consumerism -- and the latest hot deals, discounts, and freebies around.


• For the sleek freak, the car enthusiast of the new generation.


• Sports news on and off the field, whether athletes are being tackled, arrested, or lap-danced.

• 1.1 million US Uniques (Quantcast) – 92% Male

• New in 2008! Strung out on Sci-Fi. io9 is bridging the gap between gawking and geeking out.

• 816K US Uniques (Quantcast) – 80% Male

Gawker Titles: Gawker Geek

Gawker Titles: Gawker Chic

• NYC lifestyle and entertainment told by way of media industry narrative.

• 3.3 Million US Uniques (Quantcast)

• Hollywood lifestyle and entertainment told by way of studio industry news.

• 1.7 million US Uniques (Quantcast)

• Sex, greed, and hypocrisy in the Silicon Valley.• 682K US Uniques (Quantcast)

• Celebrity, sex, and fashion gossip without the airbrushing.• 948K US Uniques (Quantcast)

Gawker Chic V. Gawker Geek

60% Female

65% 18-34

80% College Grad or Higher

25% with a Post-Grad Degree

50% $50k or higher

22% $100k or higher

90% Male

70% 18-34

60% College Grad or Higher

15% with a Post-Grad Degree

50% $50k or higher

20% $100k or higher

Executions

Skyscraper160x600Expands: RightTo 500x600Lives: Left Side Bar

Splashbox:300x250Expands: Down/LeftTo 500x500Lives: Top Right Corner

Interrupter:728x90Expands: Up/DownTo 728x500Lives: Below 6th Post

Standard Media

Custom Skins

Gawker’s Custom site skins are now even more customizable!

Standard interrupter units can be replaced by a custom Panorama unit (980x250). This highly interactive unit contains scrolling images that users will be able to click to bring

them to other images, video clips or URLS.

The Panorama

Editorial Integration

Task: Coors Light wants to reach online users at 4:53 – when they’re thinking about Happy Hour.

Solution: At 4:53p Gawker Media will aggregate the top stories of the day (based on view count) across Gizmodo, Jalopnik, Kotaku and Deadspin and will brand the aggregation with Coors Light Code Blue 4:53 messaging

Events

• Belvedere Sponsored the Gawker Guide to Conquering All Media Book Launch party

• Belvedere gifted party attendees with bottles of Belvedere.

• Event photo galleries were skinned and sponsored with Belvedere branding

Case Study: Absolut Pears Launch

Target Audience: A21-35

Psychographic: Urban vodka drinkers who are not necessarily brand loyal, but choose their drink based on popularity and perceived sophistication. Inherently social, they are motivated to drink to make a positive outward impression as well as increase their confidence. Key interests include sports, fashion and trends, entertainment, and celebrity gossip.

Background: Pandora, the newest flavor from ABSOLUT is launching in early 2007. The creative concept is focused around how Pandora is “the new temptation” and emphasizes the provocation and mystery that surrounds this unique flavor.


Brand Metrics

54.5%

63.3%

99.0%

43.3%

11.3%

24.1%

15.3%

56.9%

33.7%

99.3%

68.9%

55.1%

17.0%15.9%

0%

25%

50%

75%

100%

Unaided BrandAwareness

Aided BrandAwareness

Online AdAwareness

MessageAssociation

PearsAssociation

BrandFavorability

Purchase Intent

Control Exposed

+ 9.6 pts **

+ 5.7 pts **

+ 11.8 pts **

+ 5.6 pts **


Pears Association

43.3%

50.2% 48.9%53.0%

59.5%

0%

25%

50%

75%

Control 1-5 Exp 6-10 Exp 11-15 Exp 16+ Exp

+ 6.9 pts **

+ 9.7 pts **

+ 16.2 pts **

Frequency!

Custom Integration: Contests Intel’s Laptop Confidential

Contests offer a direct way to engage the audience on any Gawker Media property – the right types of contest can entice and interest Gawker Media’s audience. Contests allow for editorial integration and are presented in-post within the editorial flow.

Readers were invited to create a Film Noir style short video, in which one actor was required to perform in multiple roles. This contest showcased the multitasking capabilities of the Intel Core 2 Duo processor.

Custom Integration: Contests

IN order to generate buzz for the new Atari Godzilla game launch, Kotaku editors solicited readers to submit a photographic depiction of Godzilla (animals, children and Blue Oyster Cult lyrics were encouraged)

Creative Examples (Custom Executions)

For the “Dirty Sexy Money” television program launch campaign we placed fake celeb sightings within the Gawker Stalker Map.

Custom Integration: Sponsored Poll

Gawker Media’s incredibly interactive users are always looking to state their opinion

Sponsoring a custom poll is another way to integrate your brand into our editorial content while standing out at the same time!

Custom Media: Dynamic News Ticker

Gawker Media created a flash news ticker which dynamically pulled headlines through MSNBC’s RSS feeds.

Custom Integration: ContestsOld Spice

Old Spice wanted to utilize Gawker Media’s male audiences for their “Experience Old Spice Campaign.” Their goal was to draw attention to their newly created campaign site experienceoldspice.com that featured 50 trivia questions designed to let the user know if they were an Experienced Old Spice Man.

Old Spice ran video game, sports and science trivia questions across Kotaku, Deadspin and Gizmodo. Great Prizes helped account for the successful participation rate (100,000 votes):Deadspin - NCAA National Championship ticketsKotaku - Trip to Tokyo Game Show on KotakuGizmodo – Nintendo Wii