Who Gets Paid What?

moneyTorontoist, a Toronto blog that is closing up shop at the end of the year, is owned and operated by Gothamist LLC. From the Gothamist LLC "about us" page:

Gothamist LLC owns and operates the most popular network of city blogs on the Internet today. Founded in 2003 and led by our NYC flagship site Gothamist.com , the network has includes thirteen websites in four countries, each covering local news, events, food, and entertainment for an avid audience of young urbanites. Driven entirely by word-of-mouth, the network has grown year-over-year by more than 100%, to 11.2MM monthly page views in November, 2008.

If there was money in Torontoist, it wouldn't be shutting down. Torontoist is, and always has been, about making money, and there's nothing wrong with that. I recently broke down local blogs, differentiating between what I call "one-man-shows" and "commercial enterprises". That prompted an email from my very own Deep Throat, whose identity I shall protect while I quote him word for word.

as for my guess on who gets paid what:
I think Torontoist moved its core contributors up from $4/post to $10 (but the less frequent still get less)
BlogTO seems to be financed by what became a side business with the printed city maps--I'm imagining something as simple as going to the advertisers they wrote nice things about on the site and asking them to buy an advert
Spacing is obviously not being run without money coming in, if not a whole lot

I should point out that Deep Throat is someone who would likely know or have an educated guess on such matters. A member of the mainstream media and local blogosphere, his perspective is unique and appreciated.

Does anyone else know who's getting paid wait in the ever-commercialized blog landscape?

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I am getting paid exactly $0.

December 19, 2008 @ 5:57 PM


Mike - While the maps do bring in revenue for blogTO I should point out there is no connection between what gets written on the site and what businesses are featured in the maps. We have a 100% separation between advertising and editorial, and any ads sold in the maps are just that - ads in the maps; there is nothing from the web site included in that transaction.

December 19, 2008 @ 6:25 PM

Toronto Mike

Tim, thanks for clarifying. I'm just trying to understand the business model.

Here's your "About Us" page:

blogTO is a web site about Toronto written by a group of obsessed artists, musicians, photographers, politicos, advertising and media types, dancers, tech geeks, food lovers, aspiring film directors, fashionistas and people for the ethical treatment of animals. We hope you like us. We really hope you like us.

It it really just a collective of 20+ people writing for love of the game?

December 19, 2008 @ 7:22 PM


We all write b/c we love the city and we want to showcase the arts, music, food etc. we experience every day. Yes, we're a group of 20+ diverse people with different backgrounds and interests. But, legally, we're not a collective; but rather an incorporated company like most other media companies. We make money through banner advertising (and also the maps as you pointed out) which helps cover the costs of running the site as well as pay a bit of compensation to everyone who writes for it. Technically, the site was started by me back in 2004 and has been entirely self-funded, meaning we don't receive any funds from the government or outside investors.

December 19, 2008 @ 7:39 PM

Buffalo Boy Mike

Mike, after being in this blogo thing now for over a year I Can say that the best blogs are writtin by and run by individuals like you and me. Im not doing this for the money, if I was, I wouldn't be doing it. Is there a little money to be made? Probably if its done right, but Im not in it for the cash, nor to be run by big media.

December 20, 2008 @ 3:13 PM

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