‘Gawker for Good’ strategy is so crazy it just might work (or not)
Gawker is known for many things, but feel-good stories and a brand-safe environment are not among them.
Kevin Lee, executive chairman and co-founder of Didit, a full-service digital agency that specializes in search, is considered to be a leading candidate to purchase Gawker once it goes up for auction later this summer. Lee’s ad strategy for monetizing Gawker, should he acquire it, is radical to say the least.
For starters, Lee intends to flip Gawker upside down and rename it “Gawker for Good” — the website would feature positive stories about celebrities and sports personalities. Half of all ad revenue would go to charities selected by both the reader and the celebrity who co-authored the content (i.e. “Dwayne “The Rock” Johnson).