{"id":2691,"date":"2010-12-06T13:43:36","date_gmt":"2010-12-06T20:43:36","guid":{"rendered":"http:\/\/bigjimindustries.com\/wordpress\/index.php\/2010\/12\/gawker-artists\/"},"modified":"2010-12-06T13:44:49","modified_gmt":"2010-12-06T20:44:49","slug":"gawker-artists","status":"publish","type":"post","link":"https:\/\/bigjimindustries.com\/wordpress\/2010\/12\/06\/gawker-artists\/","title":{"rendered":"Gawker Artists"},"content":{"rendered":"

from Nieman Journalism Lab<\/a><\/em><\/p>\n

<\/span><\/p>\n

\u201cAn art brand\u201d: Gawker Artists looks at the image beyond the display ad<\/a><\/h2>\n

By\u00a0Greg T. Spielberg<\/a><\/span><\/span><\/p>\n

Five years ago, Chris Batty,\u00a0until this week<\/a>\u00a0Gawker\u2019s vice president of sales and marketing, was looking to fill un-purchased ad space on the site. He wanted to forgo the \u201chorrendous creative\u201d of\u00a0ad networks<\/a>\u00a0that litter sites with penny stocks and would keep his sales teams pushing buttons instead of building relationships. Batty sought something prettier, more intimate, more unique for the company\u2019s growing real estate. At the time, he was living with a woman who worked for Christie\u2019s art house, and he prodded her to find artists to fill the empty space. She didn\u2019t act on Batty\u2019s inspiration, but he did \u2014 bringing images of artists\u2019 work to stand alongside Gawker\u2019s blog posts.<\/p>\n

The result was a workaround that gave Gawker full control over its pages\u2019 aesthetics. Born as a stopgap to complement blog posts, Gawker Artists is now taking on an unexpected life of its own \u2014 it became a standalone site in 2006 \u2014 in large part by thinking of art not merely as a pretty placeholder for text but as something that could survive on its own. Something that could be modeled and monetized. \u201cGawker Artists is an art brand rather than an editorial brand,\u201d Gawker Media\u2019s director of marketing,\u00a0Erin Pettigrew<\/a>, points out. That\u2019s a major distinction in an industry that uses the word \u201cart\u201d as shorthand for photos, infographics, cartoons, and any other visual.<\/p>\n

G.A. curators \u2014 working with more than 1,400 artists with 35,000 images \u2014 tailor and export work to media partners like Elle, Curbed, and The Atlantic. They hang pieces at Gawker\u2019s notoriously bit-focused office, and are in talks to curate work for the headquarters of another high-profile startup. G.A. organizes sponsored exhibitions and events and collaborates with brands on creative projects. Soon, it will launch an art shop that sells limited-edition prints.<\/p>\n

<\/span>[ click to continue reading at NiemanLab.org<\/a> ]<\/p>\n","protected":false},"excerpt":{"rendered":"

from Nieman Journalism Lab \u201cAn art brand\u201d: Gawker Artists looks at the image beyond the display ad By\u00a0Greg T. Spielberg Five years ago, Chris Batty,\u00a0until this week\u00a0Gawker\u2019s vice president of sales and marketing, was looking to fill un-purchased ad space on the site. He wanted to forgo the \u201chorrendous creative\u201d of\u00a0ad networks\u00a0that litter sites with […]<\/p>\n","protected":false},"author":26,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[3],"tags":[],"class_list":["post-2691","post","type-post","status-publish","format-standard","hentry","category-culture-art"],"_links":{"self":[{"href":"https:\/\/bigjimindustries.com\/wordpress\/wp-json\/wp\/v2\/posts\/2691","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bigjimindustries.com\/wordpress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bigjimindustries.com\/wordpress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bigjimindustries.com\/wordpress\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/bigjimindustries.com\/wordpress\/wp-json\/wp\/v2\/comments?post=2691"}],"version-history":[{"count":0,"href":"https:\/\/bigjimindustries.com\/wordpress\/wp-json\/wp\/v2\/posts\/2691\/revisions"}],"wp:attachment":[{"href":"https:\/\/bigjimindustries.com\/wordpress\/wp-json\/wp\/v2\/media?parent=2691"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bigjimindustries.com\/wordpress\/wp-json\/wp\/v2\/categories?post=2691"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bigjimindustries.com\/wordpress\/wp-json\/wp\/v2\/tags?post=2691"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}