Since Gizmodo penetrated Apple’s impenetrable fortress and posted videos and pictures of a not-yet-released iPhone earlier this week, the post has received 7,861,004 views, made it to the front page of Digg, been linked to by thousands of blogs, and retweeted over 30,000 times. A follow-up post detailing how the iPhone prototype had been lost received over 2 million views and saw similar ubiquitous coverage. Given that Gawker Media charges about $10 CPM, then one would think the media company raked in somewhere to the tune of $100,000 in advertising, making the $5,000 Gawker-owner Nick Denton reportedly paid to get his hands on the found (stolen?) iPhone well worth it.
But at a recent Paid Content event, Denton said that the scoop brought “”no immediate revenue benefits whatsoever,” and that instead it garnered “hundreds of thousands of dollars worth of publicity for the site.”
After reading this I emailed Denton asking him to confirm the no-direct-revenue claim and explain why the high page views didn’t result in more advertising dough...
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Simon Owens @'Bloggasm'
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