Getting clues from Gawker on getting the word out

It's important to avoid getting overly impressed by these page view numbers. There's a reason that founder Nick Denton hasn't asked every writer at Gawker to mimic Zimmerman's output. Advertising CPMs are plummeting because there's so much more supply on which to advertise on. Moreover, advertisers who want page views on social networks can get them by advertising directly on Facebook or Twitter, and those channels are much better at targeting ads than any media company. #

Journalists and news organizations, Klein says, are still doing what they’ve always done: Producing good reads and good stories and then marketing them with headlines and news releases. The social Web gets ignored. Clearly there’s a lot of untapped potential there. #

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