"Advertisers are becoming much more aware and sensitive to their brand being positioned by inappropriate content,” said Norm Johnson, chief digital officer at ad-buying giant MindShare. Some advertisers, such as those in entertainment and gaming, like edgy others prefer to avoid the risk. “If you’re speaking to a CPG brand for a middle-American mom’s audience, quite conservative, then, of course, they’re going to Vox over Gawker,” said David Gaines, chief of planning at media agency Maxus. That's partly a function of the fact that there are certain advertisers - indeed, entire ad categories, such as consumer packaged goods - that avoid it. Digiday reported that Gawker puts its CPM, or cost per thousand advertising impressions, at $6.50, while ad buyers told Ad Age that Vox charges $6 to $8, with high impact ads up to $20. What Denton calls a tax, advertisers might call a discount. That's the gap," Denton told International Business Times on Thursday. According to Denton, his company is trailing Vox’s revenue by $20 million. He compares the revenue of Gawker Media to the revenue of his less edgy competitor Vox Media, another glossy startup with a set of slick brands appealing to a similar audience. “The ‘Gawker tax’ is a real thing,” Denton told Digiday on Wednesday. In one of several high-adrenaline meetings at Gawker Media this week, Nick Denton told his staff that the site’s mean streak - which hit its peak last week in a deleted post alleging that a Conde Nast CFO had solicited a gay escort - scares away advertisers.
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