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dentonNick Denton is the founder of Gawker Media. Gawker Media is the publisher of the eponymous Gawker and gadget sensation Gizmodo. The influential media group now produces eight original brands with a collective audience of over 40 million global readers.

Before this, Nick founded two internet ventures in the late 1990s: Moreover Technologies, the news search provider, acquired by Verisign; and First Tuesday. Nick — who is half-Hungarian — began his media career as a reporter for the Economist and the Financial Times during the fall of communism in Eastern Europe. While the FT’s investment banking correspondent he co-wrote All That Glitters, the account of the rogue trader who brought down Barings Bank.

Interview with Nick Denton

Portada: What would you advise a young professional who wants to be a digital media entrepreneur?

Nick Denton: I’d advise a young professional to be something else before “digital media entrepreneur.”Be a gossip, a gadget obsessive, a retailer of baby clothes, anything really. Being a digital media entrepreneur alone is like being into the feel of paper, it’s a characteristic, not a profession. Most entrepreneurs won’t make as much money as they would have with day jobs in banking or law. So they’d better have some purpose other than merely success in business.

Portada: And for those who are already involved in this industry, what is your view of programmatic trading and ad-networks as a source of revenue for digital publishers? Do they bring in enough revenue to sustain a digital media property?

Nick Denton: Real-time ad exchanges can help in monetizing traffic spikes — something that would be useful when one of our sites has a story like the Manti Teo girlfriend hoax or the discovery of the iPhone prototype. But we threw out the ad networks more than half a decade ago. They cannibalize direct sales and condemn a publisher to existence on the economic margins.

Portada: Is native advertising/ content marketing really the way to go for digital media properties?

Nick Denton: Native advertising is usually just advertorial or sponsored content, repackaged to secure a little attention from the ad trades and media buyers. For advertising to be truly native in an interactive medium, it should be interactive. And I don’t mean that the marketer asks some empty question — what do you think? — and then ignores the answer. New discussion systems such as Branch and Gawker’s Kinja give marketers as well as sources the opportunity to engage intelligently with journalists and readers. That’s the only variety of online marketing that I’d describe as truly native.

Portada: Did you ever think to complement your digital offerings with print or broadcast?

Nick Denton: No. What’s our expertise? Not the production of original video. Or coverage of tedious political ritual. We provide curation and discussion of that video and political events. And in that process we may popularize a TV show or move a story forward. But that’s a by-product of what we do, not the central purpose.

Portada: Regarding your Latin American and US  Hispanic ambitions, how is your venture progressing?

Nick Denton: The momentum is gathering. April uniques fores.gizmodo.com were — off a low base — 50% above March. That’s how this starts. And the Kinja discussion platform will allow Hispanic technology influencers to contribute to the stories — rather than just consuming them passively. It’s discussion environments that will prove key in markets which don’t as yet support large paid local-language editorial staffs.

Learn more about crucial strategies from advertising and media luminaries targeting Latin American and Hispanic audiences. Book now for our Latam Advertising and Media Summit, a required event for any marketing professional.

Latin American Advertising and Media SummitWe are extending the Early Bird registration to our Latin American Advertising and Media Summit (Miami June 4-5, 2013), due to requests from our audience, to this Friday April 19th. Make sure to get your tickets by then to benefit from substantial savings!  Savings are even larger if you decide to also attend the Latin Content Marketing Forum (Combo Ticket).

Focus on Sports Marketing

The crucial role of Sports Marketing will be examined by Advertising and Media Luminaries at the Latam Summit in Miami’s Intercontinental Hotel on June 4-5, 2013. With the 2014 Soccer World Cup and the 2016 Summer Olympics taking place in Brazil, Sports Marketing will be crucial for successful marketing targeting Latin American Audiences. That is why “Getting Ready for the Big Game” is the main theme of the 2013 Portada Latin American Advertising and Media Summit
Major client side marketers will provide the latest insights and intelligence.  Ben Jankowski, Group Head Global Media, Mastercard, will jointly present with Virginia Pereira,  Head of Media Latin America, Mastercard on how MasterCard has activated sports around the world with a special emphasis on the  2014 Soccer World Cup and 2016 Olympics, both to take place in Brazil.

Mastercard’s  Jankowski is one of several marketing and media luminaries that will participate in the Summit. They also include:
Claudio Ferreira, Publisher, Veja Magazine. Veja is the second largest magazine in the world ranked by circulation and the largest and most influential in Brazil. Ferreira will answer questions such as whether Brazil’s decade-long expansion in consumer growth has hit the brakes. The Brazilian Media executive will also examine opportunities presented by the 2014 Soccer World Cup and 2016 Olympic Games.
Nick Denton, CEO and Founder, Gawker Media.  The British journalist and internet entrepreneur will talk about the latest trends taking place in the digital media world in a one on one on-stage interview with Portada’s Marcos Baer.

Other major client side marketers and agency executives that have confirmed their participation include:
· Leonardo Loisa, Sr. Regional Marketing Leader, AMD
· Axel Steinman, VP Emerging Markets, Advertising and Online Business, Microsoft Advertising
· Fernando Maroniene, Senior Marketing Manager, Adobe Systems Latin America
· Max Sichel, CEO, Grupo Copesa
· Virginia Pereira, Head of Media Latin America, Mastercard
· Todd Wilson, SVP, Managing Director,  Starcom Mediavest Group
· Mario Cordon, Chief Marketing Officer, Open English
· Jorge Laverde, Marketing Head, Latin America North, Nokia

Early Bird registration expires on Friday April 19th. Take advantage of the early bird here:
Latin Content Marketing Forum. Hispanic Content Marketing ForumThe Latam Summit will be preceded by the Latin Content Marketing Forum, which will take place in the same venue during the morning of June 4th.

The Latin Content Marketing Forum will analyze the enormous role content marketing can play in the Latin (U.S. Hispanic and Latin American) market space, which belong  to the fastest growing markets in the world.
Confirmed Speakers include:

Mariano Moro, Interactive Marketing Director Latin America, Coca-Cola
Damian Voltes, Director, Patagonia Ventures
Tom Gerace, CEO and Founder, Skyword
Nuria Net, Managing Editor, Features – Digital at Fusion, the ABC and Univision Joint-Venture
Nicol Turner-Lee, President and CEO at NAMIC
Javier Farfán, Senior Director of Cultural Branding, PepsiCo
Fernando Semenzato, VP Content, Fox international

Early Bird registration expires this Friday April 19. Take advantage of the Early Bird Combo registration (Latam Content Marketing Forum and Latam Summit!) here:

Sponsors:
Already Confirmed Sponsors of the Latin American Advertising and Media Summit include:
SPONSOR OF EVENING RECEPTION
Batanga Media
LEADER SPONSOR
Alcance Media
DISTINGUISHED SPONSORS
Publicitas 
DG
Televisa Publishing and Digital
ATTENDEE BAG SPONSOR
Latcom

Sponsorship Opportunities
To inquire how you can align your brand with these prestigious events, please call Kelley Eberhardt at (212) 685 44 41 or email her at kelley@portada-online.com.

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