Deadspin editor AJ Daulerio told us the Gawker Media sports gossip blog paid “more we ever have” for the Brett Favre naked crotch shot story.Later, we learned the maths Gawker Media uses to decide how much to pay for stories: $10 for every 1,000 new visitors it expects.
So, how is the Favre story working out as an investment?
Currently its up to 2.7 million visits – so if Gawker paid anything less than $27,000, owner Nick Denton has to feel like he got his money’s worth. (It’s worth keeping in mind that the post probably has some several thousand fewer NEW visitors than it does overall visits. So the number might be a little lower.)
Of course, Gawker Media isn’t actually making any money on this particular story – the story has no ads around it because, as Denton told AllThingsD, advertisers don’t want to be put next to photos of athletes’ private parts.
Gawker Media’s hope is that people will never, ever be able to get Deadspin’s story out of their head – and that they’ll return to the site in the future.
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