Gawker Does Not Make $51 Million/Year

People, please.

So with 30 million page views x 4 units x $30/page ratecard, Gawker Media's annual ad inventory is priced at $52 million retail.

How much inventory do they sell? 50%? 70%? 40%?

Every time you see a Gawker t-shirt button or a Gawker Artists or a Jalopnik banner, it's an impression that didn't sell. How often and when does that happen to you on a GM site?

Consumerist's editors recently bragged that no one's ever bought an ad on the site, which turned out to be essentially true.

So for the network as a whole, let's say it's 60%. MSRP: $31 million/yr.

A 15% discount for walking in the door: $26 million.

Discounts for buying up the entire page [i.e., the 3 biggest units, leaving the 4th button empty]: 20%? I don't know. Say it happens half the time, so 10%. $23.4 million.

Do these ads sell themselves? 15% commission, not including the tab at Balthazar: $20 million.

Is $1.5mm/month possible? Sure, why not?

But making $20 million while paying people $3000/month? Less than the chick at the Uniqlo store? Less than Chris Evans pays to have his backyard cleared? I doubt it. Gawker ain't no...damn, what was the name of Calacanis's blogging sweatshop again? I can't even remember. WIN something? Never mind.

A job at Gawker is a regular media job at a regular media company. Far be it from me to grope in the dark and overestimate the size of Denton's nut, but he's gotta be spending $5-6 mm a year.

Nick's right. When done professionally, blogging turns out to be a profitable, efficient media publishing platform, but Gawker is not clearing $51 million/year. You should still totally let him pick up the tab at Balthazar, though. And the real reason they keep hounding that Ferrari douchebag on Crosby street is because he's parking in Denton's AMG-spot.

Since 2001 here at, I've been blogging about the creative process—my own and those of people who interest me. That mostly involves filmmaking, art, writing, research, and the making thereof.

Many thanks to the Creative Capital | Warhol Foundation Arts Writers Program for supporting that time.

comments? questions? tips? pitches? email
greg [at] greg [dot ] org

find me on twitter: @gregorg

post info

first published: August 14, 2007.

next older post:
"Thanks For All The Memories/ Alright, Let's See Your Arm"

next newer post:
Architects & Games

recent projects, &c.

Our Guernica Cycle, 2017 –
about/kickstarter | exhibit, 2017

Social Medium:
artists writing, 2000-2015
Paper Monument, Oct. 2016
ed. by Jennifer Liese
buy, $28

Madoff Provenance Project in
'Tell Me What I Mean' at
To__Bridges__, The Bronx
11 Sept - Oct 23 2016
show | beginnings

Chop Shop
curated by Magda Sawon
1-7 March 2016

eBay Test Listings
Armory – ABMB 2015
about | proposte monocrome, rose

It Narratives, incl.
Shanzhai Gursky & Destroyed Richter
Franklin Street Works, Stamford
Sept 5 - Nov 9, 2014
about | link

TheRealHennessy Tweets Paintings, 2014 -

Standard Operating Procedure
about | buy now, 284pp, $15.99

CZRPYR2: The Illustrated Appendix
Canal Zone Richard Prince
YES RASTA 2:The Appeals Court
Decision, plus the Court's
Complete Illustrated Appendix (2013)
about | buy now, 142pp, $12.99

"Exhibition Space" @ apexart, NYC
Mar 20 - May 8, 2013
about, brochure | installation shots

HELP/LESS Curated by Chris Habib
Printed Matter, NYC
Summer 2012
panel &c.

Destroyed Richter Paintings, 2012-
background | making of
"Richteriana," Postmasters Gallery, NYC

Canal Zone Richard
Selected Court Documents
from Cariou v. Prince (2011)
about | buy now, 376pp, $17.99