Enter your keyword

Gawking At BlogHer’s Lack Of Market Research

Gawking At BlogHer’s Lack Of Market Research

Now given I have no credibility left, but I cannot let this pass.

What on EARTH possessed BlogHer to start advertising on Gawker? There are so many things wrong here, I don’t even know where to start. First of all: BlogHer is an ad network. It is supposed to be selling ads, not placing them. But even if you ignore that fact, and assume, as they will no doubt argue, that this is an ad for the BlogHer community site — why are they advertising on GAWKER, of all places? The Gawker reader is somebody who likes snark, not BlogHer. They like funny things. Gossip, snark, rudeness. Nasty, mean, introverted, jealous, mean, petty, and broke people.

You know, like me. I am the Gawker reader. Me. You know, the kind of people you like to describe as “TROLLS ON THE INTERNET.” Because they are definitely not going to find potential BlogHer readers there. If I didn’t know better, I’d have thought they placed it there for ABDPBT readers to find, and indeed, an enterprising ABDPBT reader is the one who sent this to me. Um. Duh. If you need more readers, you might give market research a shot.

Comments (20)

  1. May 19, 2010

    I could totally understand ads on Jezebel, but yeah, Gawker’s a bit of a stretch. And even Jezebel’s questionable some days.

  2. May 19, 2010

    What in the what now? This just doesn’t make any sense. The ONLY thing I can think is that they got some sort of ad deal–either through a writer, or a project or, or, or, I don’t know. I just can’t fathom that they would PAY for advertising there.

  3. Michele
    May 19, 2010

    What about their guidelines of “No potty mouth” allowed. Have they never read the comments on Gawker or even Jezebel? Puts sailors to same.

  4. May 19, 2010

    We have no choice but to believe it Ginger.

    So let’s go through the thought process for why you would do that:

    Why?–>to get more readers? why?–>to get more advertisers–>why? cannot fill ad inventory —> why? —> too many publishers, not enough advertisers willing to buy ad space? or ads underperforming? or ? not sure

    But regardless, paying for space in a place where your ideal readers are NOT LIKELY to be hanging out is not the answer. This is not how a company that is likely to succeed behaves, in my non credible and petty opinion.

  5. May 19, 2010

    Well, you can have potty mouth, you just don’t get as many ads. It’s technically allowed, you just get penalized. They are all about freedom of speech in the marketplace of ideas, as we all know.

  6. May 19, 2010

    I agree with you–whoever is in charge of that part of their business isn’t doing their job. That ad space isn’t cheap, and they’re not going to get any ROI for it at all. Anyone who has spent a minute trying to buy advertising space for their brand knows better than that.

  7. May 19, 2010

    I’m guessing that if you buy space on Gawker Media it shows up on all their sites, which would include what, Gawker, Jezebel, Lifehacker, Deadspin, Valleywag, et al.

    But still? None of those except MAYBE Jezebel (and that is a BIG, BIG MAYBE) is a match for BlogHer. WOW. That is a big mismatch. That is a big plunkdown of money for nothing. How does this kind of crap get done? What the fuck is going on? I am willing for somebody to come show me how and why this isn’t a dumb decision. Please. Explain it to me.

  8. Amanda
    May 19, 2010

    You could be getting served targeted ads via a service like AdOn. If you’ve ever abandoned a shopping cart and them been bombarded with add for that same website… You’re getting targeted ads.

  9. Jenna
    May 19, 2010

    Playing devil’s advocate here – seems like a lot of BlogHer readers also read Gawker – so wouldn’t it make sense for them to advertise there. Where would you suggest BlogHer advertise then?

  10. May 19, 2010

    I don’t think so. BlogHer doesn’t sell anything. Why would they be serving ads through a shopping cart?

  11. May 19, 2010

    They do? How do you figure? I ran BlogHer ads and I go to the BlogHer conference, but I have never even once read the BlogHer site. I don’t think I’d ever do that.

  12. Jenna
    May 19, 2010

    You got to BlogHer conference and read Gawker… Seems like an easy mental connection for me…

  13. May 19, 2010

    Yeah, you might find a few on Jezebel, but even that is being really, really generous. I mean, really generous.

  14. May 19, 2010

    But to answer your question, they might try running ads on Pioneer Woman. They might find some readers for the BlogHer community site there. Wait.

  15. May 19, 2010

    Right, but this was an ad for reading the community site. They need more people to read the community site. And I’m saying that I would never in a million years read the community site, and I don’t think that the average Gawker reader would ever in a million years read the BlogHer community site, either, unless it was to make fun of it.

  16. May 19, 2010

    Jezebel skews really young for Blogher, which I see as food writer & mommyblog focused. Also, the opinions of half the Jezebel commenters would give the mommyblogging community palpitations. There is a strong contingent of childfree/polyamorist/singularly pro-workforce parent readership there.

  17. May 19, 2010

    Network buy? They got stuck with remnant space? Possible.

  18. May 19, 2010

    Yeah, I was thinking with the possible exception of the lolcatspeak people who frequent Jezebel and BlogHer, I don’t know that there’s any cross traffic. And these days, I’m not sure those people even go to BlogHer for the community site anymore, because I’m not sure they’re writing there anymore.

  19. May 19, 2010

    I think Gawker media is its own network, though, so you would only buy on Gawker media which is Jezebel, Gawker, Defamer, Lifehacker, and a few other equally illsuited sites, as far as I know. Equally ill-suited and expensive sites.

  20. May 20, 2010

    If they run Blogher ads on Fleshbot it would make my week.

Post a Comment

Your email address will not be published.