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What is 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

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what is gawker media
What is 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.
an annotated history of gawker media
An Annotated History of Gawker Media

Gizmodo Launches, Gawker Media Formed

SNL Parodies Gawker

Fred Durst (Limp Bizkit) Sues Gawker – then sends flowers

Gawker Guide to Conquering All Media published Simon & Schuster

Gawker Stalker, George Clooney is a Nutter

Absolut buys first ads on Gawker

Jezebel Redbook, Today Show Appearance

Comments Launch








Brian Lam from Gizmodo on Daily Show

Ari from Entourage says don’t read Defamer

Lifehacker Book Released

Simpsons Parody Kotaku

Budweiser Recognizes Gawker w/ Free Beer

Wonkette Hosts MTV RNC/DNC Conventions

Deadspin makes Sports Business Journal 20 Most Influential

18 Bloggy Nominations

Nike Commissions Gawker to create their blog

Gawker Media Tops 250 Million Page Views


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 2008

This year Gawker Media’s properties were nominated for a record 18 Bloggie Awards at SXSW and came away with three wins!

Best New Weblog: Jezebel

Best Group Weblog: Jezebel

Best Computers or Technology Weblog: Lifehacker


GMG Traffic Growth


8.1 Million


6.0 Million


5.8 Million


5.1 Million


4.9 Million


3.8 Million



part blog part traditional publisher
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

part blog part traditional publisher8
Part Blog, Part Traditional Publisher

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

gawker top level
Gawker Top Level

Monthly Reach: 28 Million

Monthly Frequency: 7X

part blog part traditional publisher11
Part Blog, Part Traditional Publisher
  • 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 gawker geek
Gawker Titles: Gawker Geek
  • The Gadget Guide: so in love with new toys it’s unnatural.
  • 5.9 Million US Uniques (Quantcast) – 93% Male (Gawker Survey Q4 07)
  • Makes getting things done easy and fun with life-altering tips and tricks for managing your information and time.
  • 3.4 Million US Uniques (Quantcast) – 79% Male
  • 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
  • Highlighting the goofs of modern consumerism -- and the latest hot deals, discounts, and freebies around.
  • 1.7 Million US Uniques (Quantcast) – 69% Male
  • For the sleek freak, the car enthusiast of the new generation.
  • 1.5 Million US Uniques (Quantcast) – 98% Male
  • 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 chic
Gawker Titles: Gawker Chic
  • NYC lifestyle and entertainment told by way of media industry narrative.
  • 3.3 Million US Uniques (Quantcast)
  • Celebrity, sex, and fashion gossip without the airbrushing.
  • 948K US Uniques (Quantcast)
  • Sex, greed, and hypocrisy in the Silicon Valley.
  • 682K US Uniques (Quantcast)
  • Hollywood lifestyle and entertainment told by way of studio industry news.
  • 1.7 million US Uniques (Quantcast)
gawker chic v gawker geek
Gawker Chic V. Gawker Geek

90% Male

70% 18-34

60% College Grad or Higher

15% with a Post-Grad Degree

50% $50k or higher

20% $100k or higher

60% Female

65% 18-34

80% College Grad or Higher

25% with a Post-Grad Degree

50% $50k or higher

22% $100k or higher


Standard Media



Expands: Down/Left

To 500x500

Lives: Top Right Corner



Expands: Right

To 500x600

Lives: Left Side Bar



Expands: Up/Down

To 728x500

Lives: Below 6th Post


The Panorama

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.


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

  • 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
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.

case study absolut pears launch23
Case Study: Absolut Pears Launch

+ 5.6 pts **

+ 11.8 pts **

+ 9.6 pts **

+ 5.7 pts **

case study absolut pears launch24

+ 16.2 pts **

+ 6.9 pts **

+ 9.7 pts **

Case Study: Absolut Pears Launch


custom integration contests intel s laptop confidential
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
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
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
Custom Media: Dynamic News Ticker

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

custom integration contests old spice
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 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 tickets

Kotaku - Trip to Tokyo Game Show on Kotaku

Gizmodo – Nintendo Wii