Gorkana Plans to Launch U.S. Site in September
London-based Gorkana plans to launch in September a U.S.-focused Web
site for stateside journalists and PRs, according to a London-based
Gorkana director.
This means Gorkana will more directly compete with journo sites
like Mediabistro and PR-centric sites like MyMediaLife on their home
turf.
So far, Gorkana has essentially been known, used and run as an
international version of the Mediabistro model with a PR spin: The two sites
compete directly in regards to industry tips, tools, networking and events they
provide for PR and journalists, but Gorkana has focused more on the PR angle in
addition to the journalists' one from the site's founding in 2003.
Anecdotally, journalist friends of ours who work overseas have sung
praises for Gorkana regarding international coverage needs, although
Mediabistro began to court international members too more seriously several
years ago, and holds events like cocktail parties, panels and conferences
globally.
Gorkana has also been targeting both U.S. and overseas audiences for
awhile: We started getting emails from "Gorkana U.S." in August
of 2007, for instance, when we were based in Alphabet City; we're now based in
Brooklyn.
Gorkana U.S. will continue to reside in its offices at 2 Rector St. in
New York, its stateside hub for the last five years, according to the
London-based director.
A Gorkana spokesperson described the new site to us as a relaunch.
However, email alerts sent from Gorkana U.S. have referred users only to a
Gorkana Twitter feed and Gorkana's London-centric site in the past.
“The new look and feel will be similar to the UK site, with a
community section as well as a products section, which is a significant update
from our prior Web site,” the spokesperson says.
Other sites that serve the journalists-PR nexus, including
MyMediaInfo, primarily focus on PR, whereas many journalists-focused sites like
JournalismJobs are essentially job listings for media, while others, like
Poynter and the Society of Professional Journalists, add journalistic practice
tutorials, such as how to best filter census data or how to optimize freedom of
information requests. SPJ provides freelancer profiles like Gorkana and
Mediabistro. But Gorkana and Mediabistro are somewhat unique in how they cover
both journalists' and PR career needs overall, whether freelance or otherwise. Newcomers like journalists' tweets aggregator Muck Rack and marketing outfit Contently, focus on selling PR and "branding" via social networking, but they're essentially journalists' CV honeypots for PR.
One example of direct competition is in the two sites' "industry
tools" area for how to pitch magazines and other publications:
"Gorkana Meets…[insert name of big-time editor from big-time
publication]" is similar in content to Mediabistro's "How to Pitch:
[insert name of big-time publication]." Differences: Gorkana's is a
Q&A format that covers what editors want from PRs for pitches as well
as what editors desire from journalists, while Mediabistro's is a narrative
format that focuses mostly on what editors want from journalists, but will
sometimes include pitching tips for PRs.
Gorkana, though, leans more toward serving PR needs.
For instance, when describing the launch to us, the Gorkana director
cited only one side of the media vortex: "The U.S. site is launching in
September and we will be looking for content that will draw PRs to the site,
like in the UK…"
But Gorkana and sites like it might do well by keeping content that
services PRs and journalists separate.
Case in point: Gorkana's PR spin, for instance, lost Gorkana an
interview for "Gorkana Meets..." with a VIP editor-in-chief of a
major U.S. network news site, which we had first pitched to Mediabistro for its
"How to Pitch" section before an editorial disagreement on style over
a prior piece forced us to look elsewhere.
Specifically citing Gorkana's PR angle, the editor of the news site
for a "Big Three" network passed, saying: "The Gorkana story
sounds like less of a good fit for us – we don’t actually want PR pitches...
that would be a bit awkward."
When we asked to keep the focus on journalists to try to save the
piece, the Gorkana director balked, saying: "Ah, that's a real shame,
because we can't change the focus. Gorkana is a connector between the
journalist and PR communities and the 'Gorkana Meets' series was started to
show this connection in action."
Fair enough. And actually, the difference in angling between the two
sites may be one primarily of perception at this point: Mediabistro courts PRs
too. The site has evolved from primarily boosting the networking needs of
freelance journalists in its earliest days to catering to all types in the
media business, including PR, but also those in the film, book publishing and
technology industries.
That shift has become more evident the past few years following
WebMediaBrands purchase of Mediabistro on July 18, 2007 for $20.9 million
in cash. (The agreement added a maximum of $3 million in earn-out payments if
Mediabistro were to attain certain profit targets. But according to the
corporate parent's SEC filings, Mediabistro was paid $900,000 in October
2008 based on the site's results from July 1, 2007 to June 30,
2008. We have yet to find another proposed earn-out payment in SEC filings
based on the other predetermined period of the site's results from
July 1, 2008 to June 30, 2009. A paidContent piece paraphrases Alan
Meckler, WebMediaBrands chairman and CEO, as saying that the economic
downturn killed the remaining earn-out.)
Mediabistro's corporate parent describes the site as targeting anyone
who works with content, whether on the creative or business end, including
those in "social media, new media, publishing, public relations/marketing,
advertising, sales, design, web development, television and more," as well
as editors and writers. Gorkana covets much the same; mid-market-focused,
London-based private equity firm Exponent through its Durrants press
clipping service purchased Gorkana for just under $40 million on
April 8, 2010.
Regardless, both Mediabistro and Gorkana lost a great "get" - an editor heading the online
news channel of a major broadcast network as the site undergoes a
directional shift. Newsy, timely, interesting. Neither style nor spin -
concerns that could easily have been assuaged with a bit of discussion and
compromise - should get in the way of that good content. But it did.
So tip. Word to your respective mothers.
Addendum: Odd we received a mass email from Mediabistro regarding what
it called "the constant debate over whether freelance writers and
publicists should team up." A brief discussion followed on the etiquette
and ethics of such dealings, alluding to the notion that the borders separating
PR and journalists on stories can be fluid and undefined, if not made
otherwise.
Those borders seem porous as ever at these sites (in fact, that's
been Gorkana's mission since inception). For better or worse, depends on who
butters your bread. Even then, time will tell. One thing's for certain: It's
tricky to pull off the diversification of a customer base without diluting the
services provided to each segment of one's customers. At least one group's
bound to feel shunted aside in the mission creep.
To wit, this is how Exponent describes Gorkana in its portfolio of companies section after tricking it out with Durrants and sentiment analysis firm Metrica: "The Gorkana Group is the leading PR planning, monitoring and evaluation business for corporates, PRs and Government which helps deliver efficient PR and marketing campaigns and manage corporate reputations. It is THE network for journalists and PRs embedded in their workflow with analytics increasingly used at board level."
To wit, this is how Exponent describes Gorkana in its portfolio of companies section after tricking it out with Durrants and sentiment analysis firm Metrica: "The Gorkana Group is the leading PR planning, monitoring and evaluation business for corporates, PRs and Government which helps deliver efficient PR and marketing campaigns and manage corporate reputations. It is THE network for journalists and PRs embedded in their workflow with analytics increasingly used at board level."
To put it plainly, sites like Gorkana and Mediabistro need to take
special care in their second acts to prove they truly can optimally
help the very different masters they deem to serve: journalism and
PR.
Oh,... and social media and new media and publishing and marketing and
advertising and sales and design and web development and television and...
It'd be interesting to hear from journalists on whether they feel as
fully served by these two sites lately, compared to before each site widened the tent
to include so many other customers.
Addendum, June 10, 2013: CJR.com recently profiled outfits like Newsmodo, Ebyline and Pitch Me, which purport to manage freelancers for publishers for a fee; 30 percent per transaction in the case of Newsmodo, in addition to a subscription/access fee. Yeah. Wow. No kidding.
Addendum, June 10, 2013: CJR.com recently profiled outfits like Newsmodo, Ebyline and Pitch Me, which purport to manage freelancers for publishers for a fee; 30 percent per transaction in the case of Newsmodo, in addition to a subscription/access fee. Yeah. Wow. No kidding.