Denton Snags Sony as Exclusive Blog Sponsor› › › ClickZ News Story
By Zachary Rodgers January 31, 2005
Nick Denton's Gawker Media signed Sony as the sole sponsor of a new blog covering software for the non-geek. Called Lifehacker, the site will offer "a more briskly efficient approach to using computers and downloading software," according to Denton.
Another new Gawker blog, the travel-focused gridskipper, will carry ads from CheapTickets under a smaller deal.
Sony's buy with Gawker Media marks the company's first blog marketing foray. Denton described the deal, with Sony's eSolutions group, as the second or third largest it's signed with an advertiser and the largest with a consumer electronics company. In addition to owning all ad space on the new site, Sony will buy media on Gawker's Gizmodo gadget blog. BlackInc Ventures, an interactive sales and business development agency, brokered the buy. Parties didn't disclose total spend.

Folks...The focus is narrowing. It's about narrowcasting, not reaching big chunks of potentially uninterested consumers anymore. Targeted Ads = Consumers more likely to respond.