Times Internet, the digital arm of the Times Group, has entered into a strategic partnership with Gawker Media, a US-based online media company.
According to the arrangement, Times Internet will manage and drive local Indian destinations for Gawker Media's leading technology sites, Gizmodo.com and Lifehacker.com. It will have exclusive rights to the brand; monetization, content, syndication and sub-licensing of the two sites within India.
He adds that Gizmodo and Lifehacker already have strong and vibrant local followings, who engage with the global properties. One can get a sense of the demographics that they suit from Gawker's pages.
Gajwani says, "We will develop locally relevant content in the editorial voice of the properties. Gawker Media has developed some very compelling ad formats and solutions for advertisers. Gizmodo and Lifehacker attract very special, technology-savvy youth audiences, which aren't easy to reach elsewhere. So, we are confident that advertisers across many categories will find this to be a good fit."
He adds that along with original and unique content, the company will work on a campaign to extend the brands' reach outside the digital medium.
The partnership enables Gawker Media to access Times Internet's resources to develop local, original content, expand reach and evangelize the brands in India.
Gaby Darbyshire, COO, Gawker, says, "With an international presence in eight countries outside the USA, India has long been a natural next step for our global expansion, and Times Internet Limited is a natural fit for Gizmodo and Lifehacker. We are very excited to be partnering with it to bring our technology content to India and look forward to seeing the brands develop for this new audience."
Gizmodo.com is a site focused on gadgets and tech culture. It registers 9 million unique visitors and 100 million page views every month. About one-third of its traffic is international.
Lifehacker.com is an 8-year-old popular weblog with thousands of posts related to technology, personal productivity, software, tips, and technology lifestyle.
Gawker Media is one of the leading online media companies of the USA. It has eight websites with over 40 million user views worldwide. Along with Lifehacker and Gizmodo, it offers other sites such as Deadspin.com, Kotaku.com, Jezebel.com, Io9.com and Jalopnik.com.
Times Internet is the digital network of Times of India Group that was launched in 1999. It operates a portfolio of web and mobile properties.