Gawker Media Group consists of seven brands, each one a leader in its category: Gizmodo for technology and futurism; Lifehacker for productivity and personal development; Deadspin for sports and male lifestyle; Kotaku for gamers; Jalopnik for auto enthusiasts; Jezebel for the modern woman; and Gawker for politics.
The stories published and discussed on these brands—interesting, edgy, and sometimes controversial—are what the company is known for. This distinctive editorial proposition has a surprising commercial impact: a close connection with the high-income digital consumer.
The GMG audience—100m people a month, globally—is particularly concentrated among influential and affluent millennials. See the chart below. In reaching 18-34 year-olds in the US with a household income of more than $100,000, GMG brands outscore leading digital media companies such as Vice and Vox, as well as most traditional media conglomerates.
These readers demonstrate unusually deep involvement with stories, product recommendations and the conversation about them. Readers clicking on integrated product ads on Gawker sites will drive more than $150m of attributed sales for partners, a business that is growing more than 50% a year.
The company is alone among digital entrants in achieving profitability and scale—without outside capital or complete dependence on brand advertising. It is the first news organization, since the commercial heyday of newspapers and magazines, to stand for free expression in the face of commercial and legal pressure—and still have the financial strength to attract some of the web’s finest writing, creative and technical talent.
How can a media company, which plunges noisily into the issues of the day, have quietly established a model for news and information that works for both readers and the advertisers?
It is precisely because Gawker, Gizmodo, Jezebel, Deadspin and the other brands challenge the old conventions—and because their stories get to the heart of the matter—that they connect with an audience that eludes traditional media companies, and the advertiser brands that subsidize them.
This is a media company animated by honest conversation about the news, the interests and the issues that touch people most deeply. Explore more.