Nieman Foundation at Harvard
HOME
          
LATEST STORY
Should it stay or should it go: News outlets scramble to cover Britain’s decision to exit the European Union
ABOUT                    SUBSCRIBE
Jan. 7, 2010, 10:13 a.m.

To grow, Gawker turns its attention to unique users

Gawker Media’s web measurement of choice is shifting from pageviews to unique users. That’s a pretty big deal for an organization that led the charge in pageview obsession. Gawker founder Nick Denton explained the refocusing in a staff memo:

The target is called “US monthly uniques.” It represents a measure of each site’s domestic audience. This is the figure that journalists cite when judging a site’s competitive position. It’s also the metric by which advertisers decide which sites they will shower with dollars. Finally, a site with plenty of genuine uniques is one that has good growth prospects. Each of those first-time visitors is a potential convert.

Gawker wants to expand its audience, and in the web world that often means launching new sites targeting different audiences. That’s not the case here: Gawker has sold properties, rolled others into its flagship and cut staff in recent years.

So how will Gawker grow amidst consolidation? By focusing efforts on scoops and original content; the stuff that spreads like wildfire through Twitter and Digg. “What is new is our feeling that we have tapped out our existing core audiences, and need to incentivize writers to find the next million people,” Denton wrote in an email. And as our colleague Zach Seward pointed out on Twitter a few days ago, the most popular Gawker posts are disproportionately the ones with original reporting.

The memo points out four stories that fit this new mindset:

Think of an exclusive such as Gawker’s embassy hazing pics, Deadspin’s expose of ESPN’s horndoggery, Gizmodo’s first look of the new Microsoft tablet or io9’s Avatar review. An item which gets picked up and draws in new visitors is worth more than a catnip slideshow that our existing readers can’t help but click upon.

Gawker turned a lot of heads when it grew advertising revenue by 35 percent while the rest of the industry was imploding. Other media organizations may scoff at some of Gawker’s methods, but they’d love to have its growth pattern. If a refocusing on unique users keeps Gawker on an upswing, there’ll be a lot of new passengers on the unique-user bandwagon. I don’t believe we’ve reached the “as Gawker goes, so goes the industry” inflection point, but the company is an industry trendsetter.

I see Gawker’s move plugging into a broader evolution where web publishers seek to attract people, not just clicks. Generating an audience is tough work. Original content and exclusives require far more time and energy than excerpting and aggregating. (That’s not a shot at aggregators — just an acknowledgement of reality.) The upside is that all that extra effort can create strong relationships with audiences and advertisers alike. Engagement leads to revenue, which leads to sustainability, which stokes hope and other things in short supply these days. A focus on uniques may or may not yield better journalism, but it could create better businesses.

Update: Denton followed up with a clarification:

One minor quibble about your piece. We periodically cut staff and sites — more aggressively than usual last year, of course. But we’ve been hiring too and investing in our most successful properties. Edit budget [is] up 20% this year.

POSTED     Jan. 7, 2010, 10:13 a.m.
SHARE THIS STORY
   
Show comments  
Show tags
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
Should it stay or should it go: News outlets scramble to cover Britain’s decision to exit the European Union
Online, readers stayed up for the results: Peak traffic to BBC News, for instance, was around 4 a.m. GMT, and by 11 a.m. BBC.com had received 88 million page views.
Acast wants to get new audiences “in the podcast door” with more diverse shows and better data
With a new paid subscription option and its sights set on non English-speaking countries, the Swedish podcasting startup is looking for listeners (and shows) beyond the iTunes set.
“Medium’s team did everything”: How 5 publishers transitioned their sites to Medium
What happened when Pacific Standard, The Ringer, The Awl, The Bold Italic, and Femsplain moved their sites over to Medium.
What to read next
0What does it take to be a “full-service” digital journalism organization? Ask Discourse Media
“We’ve gone down lots of experimental rabbit holes.”
0Hot Pod: New podcasts, more existential public radio talk, and progress on intern wages
Plus: New big-picture views from Pew, Malcolm Gladwell hits the promo circuit, and more growth in branded podcasts.
0Hot Pod: Is the Stitcher deal a step toward a closed podcast ecosystem?
Plus: Midroll’s CEO steps down, Malcolm Gladwell goes audio, and how voice assistants (Siri, Alexa, Cortana) could impact NPR’s drive time programs.
Encyclo is our encyclopedia of the future of news, chronicling the key players in journalism’s evolution.
Here are a few of the entries you’ll find in Encyclo.   Get the full Encyclo ➚
Quora
The New Republic
Slate
OpenFile
Yahoo
SeeClickFix
Kaiser Health News
Tampa Bay Times
Charlottesville Tomorrow
Chicago News Cooperative
Center for Public Integrity
Wikipedia