Nick Denton’s Latest Traffic Boast: Gawker Media’s April Readership “About the Population of Canada”


According to an internal company memo, Gawker Media had a record month in April! And all it took was maybe some potentially irreversible psychological damage to an Apple employee!

And [Gizmodo editor] Jason Chen. And the countless media and tech pundits who worked themselves to the precipice of an aneurysm over the ethical and legal implications of Gawker gadget blog Gizmodo coming into by-hook-or-by-crook possession of an iPhone prototype. Who are all going to have yet another panic attack once they read Nick Denton grinning through his traffic numbers.

Whatevs, yo. It’s bottle poppin’ time.

From: Nick Denton

Date: May 4, 2010 6:30:04 PM EDT

To: Edit

Subject: Gizmodo’s iPhone scoop takes April audience to 30m

Well, that was quite a month! For the first time ever, we brought in over 30m people worldwide. That’s about the population of Canada.

Obviously, Gizmodo’s gigantic iPhone scoop lifted the audience more than any other story. And the gadget site was responsible for six of the top ten stories. Greedy!

Here’s the full list of the TOP 100 stories in April:

But I’d like to draw attention briefly to a few items produced by other titles.

* ‘Detroit Looks Like Sarajevo’ was a nice visual idea from Ray that Gawker.TV ran with.
* Deadspin broadened its reach with ‘NYC Subway Attacked By Peppy Oregon Students Humming Rick Astley Tune.’ (And the site hit yet another audience high.)
* Jezebel’s Scott Baio saga was nicely packaged in their complete timeline of the former star’s online meltdown.
* And Gawker had a run of pop stories — Muslims and triskets, Alabama-bashing and intern-from-hell, for instance — that took the site to one of its strongest ever weeks.
* Lifehacker enjoyed a hit with its guide to accessing blocked web sites

If you want to see the trends site-by-site, look here:

Anyone else want to pick out some favorites?

Nick Denton
Gawker Media
@nicknotned on Twitter

Sure! I really, really enjoyed this. It made me laugh. Also, more people than Canada, great. But come on: I once heard that Canada has more moose than it does people. I would like to believe this. But that means that there are OVER 30 MILLION MOOSE IN CANADA, which is crazy. Anyway, surely someone will go look at their ad rates and try to yet again figure out what kind of money Gawker did or didn’t make on this thing, which is a slightly silly endeavor: For one thing, it requires math on a Tuesday night. For another, the reach and publicity this earned Gawker Media is undeniable, and mostly incalculable.

The more interesting figure’s going to lie in a much murkier math: the effect Gawker Media paying to get their hands on an iPhone prototype — also see: news, and thus, a news cycle — will have on the way information is obtained and handled by media outlets trying to remain competitive for readers.