[blogs] How Can I Sex Up This Blog Business? — Steven Levy profiles Nick Denton and Gawker Media…

‘How much money really is in this blogging business? Those who have looked at the model conclude that there’s no pot of gold here. In other words, they don’t call it nanopublishing for nothing. “These are not large-scale journalistic efforts,” says Martin Nisenholtz, CEO of New York Times Digital. “I agree with Nick’s characterization of them as like independent films – really small independent films.” Do the math: Denton pays a writer something like $2,000 a month and maybe a thousand more in overhead. Gawker Media, with a one-person sales staff, has lured advertisers like Absolut Vodka, British Airways, Jose Cuervo, and the John Kerry campaign. (Microsoft had been poised to advertise on Gizmodo, but then came that bicycle seat-dildo. No sense of humor.) Denton won’t say how much he takes in, but he points to press accounts estimating that ad-based blogs might gross about $5,000 a month. Calacanis agrees that’s in the ballpark. And if all the ads for Gawker are sold for the prices on its rate card, the total could be well over $10,000 a month. At the high end, that’s $80K or so net per blog per year – nice pocket change but not yet the stuff of moguls.’

Profile of Nick Denton / Gawker Media

This entry was posted on Thursday, June 3rd, 2004 at 11:40 am and is filed under Blogs.

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