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April 22, 2008

Business Week on 'Indie Music's Hipster Heaven': Pitchfork advertising 'pulls in at least $5 million a year'...

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Business Week: Indie Music’s Hipster Heaven:

Pitchfork.tv, like the Web site, is intended to make money. These days, advertisers aplenty drool over Pitchfork’s 18-to-34-year-old demographic. Although many Pitchfork users have a hipster’s disdain for the mainstream and for big corporations, the company has no qualms about selling space to the likes of Toyota Motor™ and American Apparel (APP). Its only rule is that ads cannot distract readers with pop-ups, sound, or interactivity. Net ad consultants estimate the site pulls in at least $5 million a year. Kaskie says only that revenue has grown by an explosive 70% each of the past four years.

On Pitchfork’s 1-to-10 scale, that performance would merit a 9.5.


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#1 Ian says:

That $5 million a year figure is highly suspect. This year the site has pretty much been full of house ads and even Google ads for awhile.

#2 mr reed says:

$5M, and i wonder if they plan on paying those "camera assistant interns" they're looking for. "be somebody" indeed. how about somebody who doesn't exploit the labor of young people.

#3 dean wermer says:

have to wonder if this is part of pimping for a sale

#4 Dunn and Bradstreet says:

Begs to differ.

#5 bitchfork says:

They all look like they could use a good long shower. Ill-fitting polyester and greasey hair is not the new black.

#6 mmthmyk says:

I'd suspect that the revenue would include the infamous Pitchfork Fest.

#7 that actually... says:

...is not that much dough for something like pitchfork
that means they are doing well, but not astronomically, which is not a dis: it means they've stuck to their guns

#8 good for Pitchfork says:

This is great. Success stories in the music industry should be celebrated because they are so rare these days.

#9 BAE says:

I ain't mad at them. Word!

#10 thenewidolater says:

I hate pitchfork.

#11 not a big pitchfork reader says:

I still think it's cool because their success shows that there's money to be made focusing on music and not celebrity antics, which is the path Rolling Stone decided to take . . .


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