$5,000 goes a long way toward promoting your online operations these days, particularly when the money is used to purchase an iPhone prototype.
Gawker chief executive Nick Denton spoke at paidContent’s The State of Gadget Media event, as reported by Joe Ciarallo of sister blog PRNewser, about the impact of Gizmodo’s iPhone scoop, in which it acquired and analyzed a prototype version of the next version of Apple’s iPhone after Apple software engineer Gray Powell left it at Gourmet Haus Staudt, a beer garden in Redwood City, Calif., March 18.
Denton said the scoop brought “no immediate revenue benefits whatsoever,” but exposure on shows including Today and The View equaled “hundreds of thousands of dollars worth of publicity for the site.”
Speaking about Apple’s public-relations department, Denton added:
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.