Defamer/ Gizmodo Australia launch

April 23, 2007

The Australian licensed versions of the Gawker Media blogs, Defamer and Gizmodo have launched.

First thoughts: I’ll probably reserve judgment in full for now, to early to make a call on them properly, but naturally a couple of things:

1. They didn’t take lessons from Nick Denton when it comes to launching.

Defamer has 4 posts in total, 2 are welcome, send us tips posts, and the other two cover Big Brother and Mary. I’ve watched just about every single launch Nick Denton has done over the years, from rumour to actual launch, and he always stuffs his blogs with lots of reading goodies prior to launch, which obviously also makes sense: you want to capture first time readers when they visit by presenting them with a pile of interesting content that scopes across the broader range of interests: Defamer Australia looks and feels empty, because it is.

2. Where’s the Australian content on Gizmodo?

There’s a post on Gizmodo Australia that includes the words “we covered the xyz gadget last year”, which is interesting given the Australian version just launched. I’m not party to the syndication deal, but wouldn’t it make sense to at least try and localise some of the content, simple things like changing the words “we covered it last year” to something like “the US version of Gizmodo covered it last year here”, not only putting it in context, but also helping new readers? which of course begs the question: if most (all?) is just republished from the US site without change, why wouldn’t people just read as opposed to

As I said, early days, I’ll give it a week then revist them after they’ve settled in, given it looks like they haven’t even gone close to settling in…I would have waited 2 more weeks then launched, once everyone was comfortable and the bugs in the writing styles had been sorted….but maybe that’s just me 🙂

3 responses to Defamer/ Gizmodo Australia launch

  1. The woman running Defamer Australia has barely put up four posts since the beginning of the year on her own blog. This raises two questions: a) how did someone with such a poorly resourced, sloppily updatedd personal blog land this job? b) How long will it last?

Trackbacks and Pingbacks:

  1. Andy Howard | Serving Your Local Community - April 27, 2007

    […] Localisation places publishers and blog networks in healthy positions for building online communities and hence for advertising opportunity. The determining success factor is the strength of the community, so the question is how well the blog caters for the community is serves. Regarding the recently launched Australian Gizmodo and Defamer blogs the answer is questionable. Phil Sim and Duncan Riley outlined some weaknesses when the sites launched and it appears the strategy hasn’t altered since – the content isn’t exclusively Australian, there doesn’t appear to be any horizontal integration within Australian markets and it all feels just a bit… replicated. It’s early days yet, but aligning closer with local target markets would be a good play. […]

  2. Defamer Australia at The Not So Secret Life of Simone - April 28, 2007

    […] p.s. Duncan Riley and Andy Howard have similar issues with Defamer being not exclusively Aussie content. Published April 28th, 2007 | in Internet fun.| […]