Nick Denton on Gizmodo iPhone Scoop: ‘Hundreds of Thousands of Dollars Worth of Publicity for the Site’
A few days after Gawker chief executive Nick Denton‘s Gizmodo site landed “pretty much the biggest tech scoop ever,” according to him, gadget press and marketers gathered at Edelman’s New York offices for PaidContent’s “The State of Gadget Media” event.
The big scoop, of course, was Gizmodo acquiring the new version of the iPhone for $5,000, after it was left in a Silicon Valley Bar.
While the scoop provided “no immediate revenue benefits whatsoever,” according to Denton, he said buying the phone was, “the most incredibly cheap marketing that you can ever do,” citing coverage on the “Today” show, “The View,” and countless other shows, which led to “hundreds of thousands of dollars worth of publicity for the site.”
Gizmodo has been both “in” and “out” with Apple PR, and clearly now they’re out. When asked about that relationship, Denton said, “When you’re in you should be in and make all the use of your access. When you’re out you should take advantage and not worry about consequences. What bugs me is when people take the access and they change what they would write. They are so fearful of losing it, that they tone down the criticism.”
Arnold Kim, Founder and Senior Editor, MacRumors doesn’t have that issue. “Apple completely ignores us,” he said. “I’m outside of Apple PR.”
Scott Ard, EIC, CNET said they wouldn’t have bought the phone. “We just don’t buy stories,” he said. “There is no right or wrong to it, it’s what your audience expects of you.”
“This has been a heck of a lot of fun to watch, and not have happen to us for a change,” said Kim Titus, PR Director, Samsung.