Gawker Vet Readies New Blogs
"It's more mass market than our existing sites," said Spiers, of the upcoming blog. The new site will join four other Dead Horse properties: Dealbreaker.com, launched last June and targeted at the financial industry, AboveTheLaw.com for legal types, SuperMogul.com for "C-suite" executives, and the most recent addition, Fashionista, for fashion-forward consumers with plenty of money to spend.
Spiers, who first came to fame in the blogosphere as founding editor of Gawker, said the organic living blog will focus on "anything to do with organic lifestyles--mostly eco-friendly design, organic cooking, and wellness, in that order."
Dead Horse plans to hire freelancers to produce the content--a point of difference from Fashionista, which has a full-time editor, Faran Krentcil. Dead Horse also plans a companion e-newsletter from the site.
Although the new site will target a larger audience than Dead Horse's three inaugural sites, Spiers said it was aimed at the mostly upscale urban consumers who are interested in organic lifestyle products.
Spiers also is planning to roll out additional sites, including one specifically for women. One domain name registered by Dead Horse, SanctiMommy.com, suggests plans for some kind of maternity site. Still officially nameless, these sites don't even have speculative launch dates. But, she said, the build-out is part of a long-term business plan. "Ideally, the Dead Horse network will be diversified," she said, "which makes it more sustainable in the event of a downturn in any single category."
Currently, Dead Horse's existing properties deliver about 2.1 million page views a month, Spiers said. She added that Dealbreaker's readers' average annual household income is $206,000 and their median age is 28, while AboveTheLaw's readers' average annual household income is $99,000 and their median age is 29 (SuperMogul and Fashionista haven't yet been surveyed).
The finance and law sites have recently begun attracting a variety of advertisers beyond business and legal news, including luxury advertisers like US Helicopter, BMW, Marquis Jet, Helium Report, IndieVest, and the St. Regis Hotel.