Built by Brit Nick Denton, Gawker is not going down a 40% spiral in advertising spending as predicted by Nick himself. Instead, the spendings are up 27% in the middle of a recession. How do they do it? By focusing on the influencers according to an Advertising Age interview: Nielsen research shows that nearly 34% of Gawker readers have their own blogs, a key influencer statistic. Gawker readers, it turns out, have their own audience. Which brings me to the point that Gary Vaynerchuk made a while ago: all viewers/users/customers are not the same. The word-of-mouth factor of viewers/users/customers using social media is worth 100x’s more of those that are not. It’s not longer about how many you reach, but the quality of those you reach.
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I posted to suture.com
Gawker Media
http://www.suture.com/2009/05/gawker-media/
May 24 2009, 1:18pm | Comments »
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