Paidcontent's Matthew Ingram does a good job combing through Gawker Media's recent job postings and the direction that Nick Denton has outlined in a recently leaked memo. From Paidcontent:
"There’s rarely any mystery about what Gawker Media founder Nick Denton has in mind for his mini media empire, if only because his internal memos are so widely leaked that his plans eventually become public anyway. In his latest missive, Denton makes it clear that he wants to see a major push into ecommerce as a method of monetizing Gawker’s traffic — and specifically, posts that are designed primarily as vehicles for affiliate links. According to Denton, this business is expected to produce 10 percent of revenues this year, just part of the 40-percent revenue growth the network is projecting.
"According to the memo, which Advertising Age has published in full, the former head of Gawker’s sponsored content business — which includes the sponsored conversations that Denton launched last year as part of the network’s new Kinja discussion platform — has left Gawker to run his own digital marketing firm, and former Conde Nast ad sales manager Andrew Gorenstein is taking over .."
A little more Hearst-y than Conde Nastm, this move. Posts that are designed primarily as vehicles for affiliate links walk the thin line between journalism and out-and-out ads. But it can be done, and done well, as in the case of consumer magazines which serve consumer's passions like Game Informer magazine and the Food Network magazine and, to a degree, vogue.
The full article here.