Didit (www.didit.com), a fully integrated marketing and communications firm, headquartered in Mineola, New York, announced that it has been selected by the Gawker Media estate as the “stalking horse bidder” for Gawker.com and the remaining IP assets of Gawker Media. William Holden at The Boathouse Group, LLC is facilitating the sale of remaining Gawker Media assets as Plan Administrator for the Gawker estate.
If it prevails, Didit will transform Gawker.com into “Gawker For Good,” using Didit’s Cause Marketing Powered Publishing (CMPP) platform currently under development at www.Briefme.com. The new venture will donate 50% of net advertising revenue to a wide range of nonprofit organizations selected by content creators and readers.
By focusing exclusively on “Good Gossip” and “Good News,” the editorial mission will change from that of the old Gawker site. The new Gawker will deliver informative and entertaining content covering entertainment, sports, gaming and celebrity news in particular.
David Pasternack, Didit co-founder and CEO indicated: “We’ve been advising clients that storytelling is critical for marketing success, so it makes sense for us to own a platform that is all about storytelling.” Pasternack added: “The explosion of branded content combined with the huge interest in CSR (corporate social responsibility) makes Gawker a logical investment for Didit, and a vehicle that helps our clients and nonprofits.”
“I’m enthusiastic about the transformative power of cause marketing applied to publishing,” said Kevin Lee, Didit co-founder and Executive Chairman. “The CMPP platform we hope to use on Gawker addresses many of the challenges publishers face, while simultaneously delivering social good and charitable donations as a result of advertiser participation.”
Bert Brodsky, Managing Partner at Didit indicated that: “The Gawker brand will allow the Didit team to demonstrate that we can build a platform that delights readers, advertisers, and the nonprofit community, while covering Hollywood, Sports, Music, and News.”