The problem with Gawker Media’s current model—and this is true of many other sites, too, including the Huffington Post—is that it’s based on pageviews and those tyrannical CPMs. It’s essentially a junk-mail direct marketing model, which Batty is very comfortable with: watch him talk about how Gawker Media has “massively scaled our ability to deliver consumer activations,” whatever that means.
By Felix Salmon, Reuters
Gawker Media’s big company-wide redesign, a year in the making, will finally come out of beta on January 3. It will the biggest event in Gawker Media history, for all three arms of the company—editorial, sales, and technology. It’s a concerted attempt for Nick Denton’s Gawker Media to stop being a blog network and start being something much more ambitious. And while that will be most immediately visible in the way that the blogs look, a massive change is taking place on the sales side, too: Chris Batty, Gawker Media’s semi-legendary head of sales, is leaving the company.
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