Gawker dumps three blogs in advertising winter
Nick Denton’s Gawker Media is parting with three of its blogs: political gossip site Wonkette, travel site Gridskipper and music site Idolator, dumping ballast in a stormy ad market.
Denton put it simply in a memo to employees, first seen on Silicon Alley Insider:
Why these three sites? To be blunt: they each had their editorial successes; but someone else will have better luck selling the advertising than we did. … it would be naive to think that we can merely power through an advertising recession. We need to concentrate our energies … on the sites with the greatest potential for audience and advertising.
Here’s the details:
* Buzznet, a music social network, is buying Idolator after snapping up its main rival Stereogum.
* Gridskipper is being taken over by urban info site Curbed. Gawker holds a stake.
* Wonkette, founded by Ana Marie Cox, will be spun off to managing editor Ken Layne and become part of the Blogads network of political sites like Daily Kos.
Financial terms weren’t released.
That leaves Gawker with 12 sites, including its namesake media blog, Gizmodo, Valleywag and Defamer.