Building The Right Team For Native

D I G I D A Y, W T F N A T I V E 2 0 1 5

Your Tour Guide

Film School

Software Dev

Advertising

6

Gawker Media reaches most desirable audience on the web U N I Q U E V I S I T O R S : 1 8 - 3 4 ( 0 0 0 ’ S )

* C O M S C O R E , J U L Y 2 0 1 5

Buzzfeed Gawker Complex Vice Vox Media NYT Cosmopolitan Mic.com Upworthy WSJ New Yorker GQ Esquire Vogue

9761,9993,673

5,2466,194

9,29810,32011,355

22,25322,751

25,39225,44527,891

44,750 G A W K E R M E D I A P R O P E R T I E S R E A C H

37% of all millennial readers

on the internet

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5 5 M M —

T O T A L M O N T H L Y U N I Q U E S ( U S )

Not just scale, but upscale % R E A C H : 1 8 - 3 4 & H H I $ 1 0 0 K + ( T O T A L U N I V E R S E : 2 0 M M )

* C O M S C O R E , J U N E 2 0 1 5

Gawker NYT Buzzfeed Complex Vox Media Vice WSJ Mic.com Cosmopolitan New Yorker GQ Esquire Upworthy Vogue

0.51.21.31.4

1.9

3.13.6

5.8

8.9

12.1

13.213.8

14.5

16

#1 GMG reaches more affluent

millennials than any other digital publisher within our

competitive set.

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! ! ! ! ! % R

EA

CH

!

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S T R A T E G I S T S | C O P Y W R I T E R S | D E S I G N E R S | P R O D U C E R S | T E C H N O L O G I S T S

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60% Of all GMG media deals involve some form of Native or Custom Content

The Epicenter of Growth

GMG Native Post Volume S P O N S O R E D P O S T V O L U M E 2 0 1 4 / 2 0 1 5

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2014 2015 (projected)

359

315

!

14% increase in post volume

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The Work is Visually Diverse

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! ! !E

VE

NT

S

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S O U R C E S : Q U A N T C A S T , G O O G L E A N A L Y T I C S , C H A R T B E A T , K I N J A

Behind The Curtain

2.5% !

Organic Homepage VTR for GMG Native in

2015 Jan-Jun

2:30 !

AVERAGE TIME ON PAGE - Native

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3:00 !

AVERAGE TIME ON PAGE - Editorial

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So, By Producing Over 300 Posts/Year — What Have We Learned about Building A Team?

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!CO

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!P R O D U C T I O N

! AR

T

! ST

RA

TE

GY

We’re Organized like a Creative Agency !

25 People

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!CO

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!P R O D U C T I O N

! AR

T

! ST

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Roughly Equal Head Count in Each Department !

Equal Representation During EVERY phase the development process, Brainstorm through Production !

Everyone should feel ownership.

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Organize a Team To Tackle your REAL goals !

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Wait. What are my real goals?

!!

Your goal is NOT to crank out a boring advertorial filled with bad stock photography and lukewarm brand messaging.

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To communicate information about A Product, Topic or Service in a manner that is interesting to my audience. !

Real Goal: !

!

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If you don’t find the content interesting — then there’s NO WAY your readers will. !

S T U D I O @ G A W K E R

!

For Creative Roles, Hire To Build a Service Business, not a Product Business !!

D E P T H O F C A T E G O R Y K N O W L E D G E !I N S A T I A B L E C U R I O S I T Y

!O P E N N E S S T O N E W I D E A S /C H A L L E N G I N G S T A T U S Q U O !I N T E L L I G E N C E & H U M O R O V E R D I R E C T E X P E R I E N C E !

Consultants, Not Machine Workers

Depth of Knowledge

They went full MacGyver !

Well, not *full* MacGyver; the new Miata contains

zero percent chewing gum, … or disassembled

ballpoint pens. But they did do some awesomely

clever stuff like swapping out the stereo speaker

magnets in the doors (of all models) with lighter-

weight neodymium; replacing some welds with high-

strength adhesives (again: not chewing gum);”

“

Depth of Knowledge - Maintaining Voice

Insatiable CuriosityS T U D I O @ G A W K E R

!!

VTR is even lower, when run on sites

outside our network !

Native Advertising > Content Marketing

Our Posts Are

21% Less Effective

(Vtr) When Run On Gmg Sites With Different

Demos

S T U D I O @ G A W K E R

!These FUN FACTS

researched by a naturally curious

strategist — who was not assigned to this

project

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Insatiable Curiosity

!

564 Comments

Open Threads

28% Readers Spend

Longer Per Page Than Posts With

Closed Comments

S T U D I O @ G A W K E R

!These FUN FACTS

researched by a naturally curious

strategist — who was not assigned to this

project

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!

75+ Entries in <24 hours

Openness to New Ideas

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Intelligence and Humor Over Direct Experience

“ …the show Girls is basically

a documentary about

Bushwick residents.

Everyone…is a variation of

Hannah Horvath: a creative

type with big dreams,

psychological problems, and

endless financial resources.

News flash: if you’re a

freelance music journalist

who went to Saint Ann's and

now lives in a 2,000-square-

foot loft, you're not

"struggling."

!

83K View

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• Creative Agency model:

• Strategy, Art, Copy, Production

• Equal Representation Throughout Process

• Hire To Build a Service Business, not a Product Business

• Depth of Category Knowledge

• Insatiable Curiosity

• Openness to New Ideas/Challenging Status Quo

• Intelligence and Humor Over Direct Experience

!

Huh? I Missed It. How Do I Build an Effective Team for Native?

Thank You

D I G I D A Y, W T F N A T I V E 2 0 1 5