Despite the difficult advertising climate, Gawker’s revenues are up 10 percent, thanks in large part to branded site takeovers. While it’s not the first company to pursue such an advertising tactic, it’s arguably the most successful and other media outlets are starting to mimic Nick Denton’s strategy.
Take, for example, the New York Post‘s Web site today, which features an absurd Melrose Place takeover. Designed to look like a DVD box, the result is an overwhelming (and extremely garish) display. The Post has never been known for its subtlety and we’re all for sites making money, but this is ridiculous. In this case, imitation is not the sincerest form of flattery.