Prometheus 6

Nike Tries a New Medium for Advertising: The Blog
By NAT IVES

Published: June 7, 2004

Gawker Media, a small company that operates snarky Web logs on culture and politics, like Gawker and Wonkette, has begun blogging on behalf of major advertisers.

The company's first paid blog is for Nike. Called Art of Speed, the blog will spend about a month showcasing a series of 15 short films on the theme of speed, all commissioned by Nike. Gawker Media Contract Productions, a new division of Gawker Media, will supply layout, commentary, links and other features. Terms were not disclosed.