Phil Sim

Web, media, PR and… footy

eCorp dudes to set up Aussie Gawker

We just broke the news on MediaConnect/ITJourno that a new blog media house has been set up in Australia called allure media. allure is a netus company – netus being a technology investment firm backed by News Limited and managed by ex eCorp dudes Daniel Petre and Alison Deans that specialises in transplanting successful overseas business models into Australia.

The company is going to be run by Chris Janz, a former News Interactive editor.

It will start with two blogs, an Australian version of Gizmodo and a gossip blog. allure has exclusive rights to Gawker content in Australia.

Heap of interesting stuff comes out of this. Will the old media model of producing localised version of international properties transfer to the blog world? Can licensing copy be a big new revenue-generator for bloggers? Is Australia big enough to support an Aussie-only blog network? Will big local blog launches like this give the Australian blogosphere some new momentum?

(My answers: Maybe but it depends on the community they can build, yes, yes but it depends on the cost structures, a bit)

Here’s an extract from the original story:

The first, big independent blog media initiative to take on the Australian market will see the launch of a local version of the powerful Gawker Media ‘Gizmodo’ tech blog.

Gizmodo Australia will be published by newcomer Allure Media. Allure is a spin-off from netus – a News Limited-backed investment vehicle that boasts management heavyweights like former Microsoft bigwig Daniel Petre as executive director, and former eBay and eCorp CEO Alison Deans as executive director of operations. Allure is headed by one-time australianit.com.au editor Chris Janz.

Netus describes itself as an “Australian technology investment company focused on bringing proven technology-based services and products to the Australian market”, with Allure Mediasignifying its pitch into the blog media arena, based on the company’s acquisition of the rights to the mastheads and content of US blog network Gawker Media.

Allure will launch with two blogs. The first will be Gizmodo, a gadget blog which is Gawker’s most popular masthead with 4.3 million monthly unique visitors and sitting at No. 4 on the Technorati list of most-linked to blogs. Allure will also launch a gossip blog, a Gawker Media staple, closely modelled on the LA-centric Defamer masthead.

Chris Janz – who took an express ride through the News Interactive ranks – is Allure Media’s managing director, but will retain editorial control over all mastheads, in a similar manner to the way Nick Denton runs Gawker Media. Again, much like Gawker operates, each of Allure’s blogs will be chaired by an editor, as well as calling on the assistance of outside contributors.

Janz has been on board for three weeks, having relocated back to Sydney after a stint on the Gold Coast as a producer on Channel Ten’s Big Brother program.

“I’ve been talking to netus for a while. They’ve been looking at blogs for about a year and they’ve gone through all the properties in the States and have cherry-picked those that they’re really interested in, and we’re now bringing them to market,” Janz said.

Janz said that Allure has exclusive rights to Gawker content as well as a “another couple [non-Gawker blogs] that we really think will work in this market”.

Filed under: Uncategorized

6 Responses

  1. Paull Young says:

    Very interesting news Phil.

    Two big blog brands… I wonder if the Gawker style acidity will work in the Aussie market?

    I’ll be watching this closely.

  2. Hello…

    Nice to know about this

    here’s more…

    http://www.despegue-ya.com.ar

  3. […] Australian licensed publishers Allure Media/Netus (owned by News Limited) will see their second local blog launch this […]

  4. […] 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 […]

  5. Great post would it be OK if i translate into Dutch for my blogs viewers? Thanks

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