Easy come, easy go. It was just over a week ago that I noted Gawker Media had launched two new sites with exclusive ad sponsorship, including GridSkipper, a travel site sponsored by CheapTickets. Well, it turned out that the racy tone of the blog was too rich for CheapTickets’s blood and it’s withdrawn its sponsorship.
This promises to be a touchstone for all those who doubt the viability of blog advertising. I agree that it will take a while, if ever, before many advertisers feel comfortable with the unrestrained tone of blogs, but I also agree with Nick Denton, Gawker’s publisher, that it’s their loss; speaking to PR Week, he said:
"We’d rather lose the occasional advertiser than the character that
attracts the audience in the first place. If an advertiser wants a safe
environment, there are thousands of tired media outlets to choose from.
"Weblogs are supposed to be unexpected and wincingly frank.
That’s an essential part of the appeal to a generation that’s turning
away from network television and print media. We had a million visitors
to our sites on Tuesday alone."
Details on PR Week.