Whoring Out Jezebel – by Gawker

From Gawker

It’s a bittersweet moment. Jezebel has been Gawker’s most successful ever launch, and Conde Nast‘s acquisition of the women’s site is the ultimate validation. But it’s heartbreaking to let Jezebel go, and part with Anna Holmes, Dodai Stewart, Moe Tkacik, Tracie Egan, Jennifer Gerson and Jessica Grose, the writers who brought a new tone and intelligence to coverage on the web of fashion, media and relationships. It wasn’t an easy decision.

The short of it is that we’re entering an advertising recession, and the internet will, whatever the wishful thinkers believe, not be immune. Rupert Murdoch’s closure of Page Six website is harbinger of the tough times to come. All web publishers will have to make hard choices about the properties they’ve launched during the good years.

At Gawker Media, we’re determined to make those choices sooner rather than later, putting sentiment to one side. Already in 2006, we sold or shuttered three sites—Oddjack, Screenhead and Sploid—that either weren’t performing or didn’t fit the rest of our portfolio. The internet boom, even then, seemed unsustainable. We told the New York Times then we were “hunkering down.” That wasn’t the last of it; nor can I say that the disposal of Jezebel will be the end of this rationalization.

Jezebel obviously wasn’t sold because it was flailing. The site drew more than 14m pageviews last month, an extraordinary achievement for a title which is less than a year old. But the bulk of Gawker Media’s traffic and advertising, despite the attention paid to our more gossipy blogs, goes to the group’s geekier titles such as Gizmodo, Kotaku and Lifehacker. We have to decide where we’re going to hold the line.

Gawker is a technology media company, in a fierce battle with companies such as CNET and AOL’s Weblogs Inc unit; Jezebel will be more easily monetized by Conde Nast, which has a portfolio of similar properties, and a sales team which can deliver package deals to cosmetics companies and other marketers. It’s hard to admit, but Jezebel will be in better hands.

One plea. Jezebel’s popularity derives from its willingness—eagerness—to break with the generic blandness of women’s magazines and websites. Jezebel is anything but bland. In the effort to sell more advertising on the site, I hope that Conde Nast doesn’t chill the vitality of Moe and Tracie and Jezebel’s other writer-provocateurs.


0 Responses to “Whoring Out Jezebel – by Gawker”

  1. Leave a Comment

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

Marcelo Pimenta

Communication leader at www.magazineluiza.com.br. Loves Fender guitars, snowboarding, trips and strong beers.
Work can be seen at Flickr and magazineluiza.com

Popular tags

1000, ways, to, open, bottle, beer adidas 180 amsterdam adi dassler lovebrand video nice a Advertising advertising, design, nicolas will, work, portfolio, seattle amsterdam amy winehouse, singing, beat it, michael jackson, Charlotte beautiful biggest swimming pool ever chile santiago algarrobo res blogs campus party brazil flickr sao paulo 2008 war ord brazil brazilian brussels car plates egypt cats cat animals pets ernst hemingway cigarette cigarettes quit smoking marlboro camel fruitella trying cold common craft hard subjects into easy ones seattle based crush trips early boy scout destinations travel diamantina carnival 2008 mg carnaval Did you ever fail as a friend ethos water crisis issue starbucks coffee helping eugenio recuenco photography photographer vogue fashion europe Eyeball stickers to place over eyelids festival freebord snowboarding board slide experience snow ice freeze frog toad sapo peaceful animals amphibious german jung von matt cinemaxx punching out ad creative guitar player mauro hector santos brazil sao paulo left ice hotel arctic circle sweden snow bar church ideas jazz jezebel elle fashion world photography anorexia skinny kit kat ultime machine kurt cobain anniversary birthday february 20th 41 years learn handle women cats magazine luiza mallu magalhaes altas horas brazilian teenager singer m marcelo marketing married snowboarding snow cold two riders monkey trunk ad commercial video nice fun monkey zoo animal smile cage glass monster jobs stork ad carrying beak baby Music netherlands new pearl against cigarette fight smoking tobacco smokes tr photography amateur professional digital flickr photography amazing child guide mother camera photography working among animals trees rivers having f pimenta place quit rain cold snow weather happy happiness retail renting ethical jezebel consumerist sambo samba roda villa das flores ribeirao preto sao pa sao paulo singer snow snowboarding snowboarding crashes accident wounds snowboarding journal frequency cool stuff ski snow cold snow flickr walk this way railroad tobacco tommy hilfiger website advertising photography pictures TOPlay earphones safety while driving traveling music trip vail ski station colorado adrenaline high summit top US wallet gun cool leather water world global warming concern freak angels wine photography corks where bark YouTube Launching Live Video This Year

%d bloggers like this: