Gorilla Nation Broadens Its African-American Reach

Wed, Aug 13, 2008

Category: Advertising, Diversity, News

Online advertising rep firm Gorilla Nation recently signed four leading African-American Web properties to its GNMulticultural Vertical giving its advertisers access to 16 million unique visitors per month. The four sites added include, BlackPeopleMeet.com, BlackChristianPeopleMeet.com, BlackWebPortal.com, and Rap-Up.com.

“The addition of these new AA properties now brings our GNMulticultural vertical to an estimated 13 million AA uniques and 3 million Hispanic uniques,” says Angela S. Cooper, Sr. Director of Business Development for Gorilla Nation. “This growth will enable our clients to target specific demographics, psychographics and audiences, ranging from dating, to blogs, to video and urban content through customized integrations and scalable sponsorships.”

Owned by People Media, BlackPeopleMeet is touted as the largest dating site reaching African Americans online with nearly 1 million unique visitors per month and 287 million page views. Another People Media site, BlackChristianPeopleMeet is one of the largest dating sites for African-American Christians. BlackWebPortal, on the other hand, is a destination providing affluent African-Americans with abundant information and resources surrounding the black community, and Rap-Up is an urban blog featuring the hottest hip-hop and R&B news, new music and videos, seven days a week. Rap-Up also offers users the opportunity to watch behind-the-scenes footage from Rap-Up shoots, red carpet coverage, and exclusive one-on-one interviews on Rap-Up TV. As well, the site is home to Rap-Up, the national glossy print magazine with a targeted circulation of 90,000.

With GlamMedia’s Black Life, and online ad networks from both Essence and BET, as well as a swarm of urban and African-American site and portal launches, it seems that the idea that the digital divide is closed (as proved by Radio One’s “Black America Study,” which revealed that 68 percent of African-Americans are now online compared with 71 percent of all Americans ) has caught on as a business opportunity.

In this arena, Gorilla Nation is running up against not only Glam, but Interactive One as well. Just watch Smokey Fontaine, Chief Content Officer at Interactive One, describing the company as a “super start-up” in a quick interview with MarketWatch.

From TradingMarkets.com:

“Interactive One is the largest and most comprehensive digital network for African-Americans,” said Smokey D. Fontaine, Chief Content Officer, Interactive One. “Our family of targeted content sites and our social network enables users to find original and intelligent content tailored to African-American’s interests and needs and to engage in conversation with the Black community online.”

Tags: Advertising, African-American adveritisng, African-Americans online, glam media, Gorilla Nation, interactive one, Multicultural, urban

This post was written by:

Lynne d Johnson - who has written 25 posts on Black Web 2.0.

Lynne d Johnson is the Director, Social Media for FastCompany.com, a leading website and community for people passionate about business ideas that also offers the complete content of Fast Company magazine. She also writes Digital Media Diva, a technology blog following web, media, and consumer trends for FastCompany.com, and has also recently contributed to TheDailyVoice, techPresident, Black Web 2.0, and Rushmore Drive. As a consultant Lynne works with technology and Web clients in the areas of content, community, and brand strategy. Lynne also serves on the Board of Directors of the Literary Freedom Project, a nonprofit arts organization, which seeks to empower communities of color through literature, creative thinking, and new media. Prior to joining Fast Company, she was the General Manager, New Media for VIBE, SPIN, and VIBE Vixen where she she managed marketing, editorial, production, business development, and sales operations for the magazines’ websites and mobile properties. Her personal blog, Lynne d Johnson || music, media, my life, which launched in July 2001, is the recipient of the 2006 Black Weblog Awards Black Blogger Achievement Award.

Contact the author

11 Comments:

Carter Says:
August 13th, 2008 at 3:37 pm

Just clicked on the blackwebportal link in the post, it says that it is a reported attack site?

Lynne d Johnson Says:
August 13th, 2008 at 3:54 pm

Carter - Not sure what you mean. Who or what says it is a reported attack site. You say “it” says, after reporting that you clicked on the link. So did you get a popup message of some sort in your Web browser? What Web browser are you using?

Just need to be clear what you mean because I just tested the link on both Mac and PC on Firefox and Safari on both platforms and then on IE on Windows. Still not seeing whatever you saw that told you it was an attack site. Are you using FireFox 3?

They must have been hacked at some point and there must be some malicious files out there that Google is blocking. So it’s the combination of Firefox 3 and Google perhaps, and perhaps malware on that site. Though, I’ve visited as I’ve said and there have been no attacks on my computer.

Maybe I’ll report to the site that they’re being blacklisted. Thanks.

MrAfrica Says:
August 13th, 2008 at 5:03 pm

You may also use TheBwp.com to access BlackWebPortal… As for these companies going after the black demo, this is a good thing for black webmasters… Of course many shall not last, but still competition can only help drive up the CPM rates for sites in general…

Have a friend who with BET and right now they have the highest CPM for black sites… Nearly $5 per 1,000 impressions… Don’t know of any other black ad networks that can boast that… ( aka… webmaster share of the revenue )

Your Thoughts?

Lynne d Johnson Says:
August 13th, 2008 at 5:59 pm

@MrAfrica Wow I didn’t know that on the BET network. That’s a pretty good rate.

All it can do overall, is prove there’s a market there. Let’s just hope that the little guys, the bloggers that get into some of these deals — will get their just due that the ad networks and ad rep firms won’t take too huge of a percentage.

MrAfrica Says:
August 13th, 2008 at 7:21 pm

Yeah fill rate is just around 45% or so… Yet still I could work with that while defaulting back to my previous ad networks… ( ad rotation ) In summary the one’s within BET network is lucky or vice versa… ( Smile )

Carter Says:
August 14th, 2008 at 10:28 am

I clicked ignore warning since you had no problems and was able to see the site. They have a hacker update on the homepage that basically says that since July 26 they have had continuous attacks against their database and that they are in the process of upgrading their systems. This explains the warning message I was receiving.

L. Tyler Says:
August 14th, 2008 at 4:31 pm

It seems like within the last 12 months all of the big boys have made a mad dash into what they previously could have cared less about. Lynne I hope along with you that your local blogger will make sure they’re not taken advantage of.

With the numbers that some of them are putting up they probably should look into hiring an ad sales rep and taking 100% of the money instead of taking scraps off of the table. It would be more profitable.

Dede Says:
August 14th, 2008 at 10:09 pm

@ L. Tyler - I agree. I think soon everyone will realize this ad network game and take control of their inventory.

Ms Mecca Says:
August 18th, 2008 at 2:12 pm

@DeDe …. There are way too many emerging sites for someone to take advantage of their inventory….many sites (like us) need a network to survive (my earnings from my network covers my mortgage and car note lol — I couldnt scrape the surface of everything they bring me if I was alone)

@MrAfrica…BET’s fill rate is less than 50%…thats not great

@L Tyler….These publisher initiated networks are shiesty as hell. We’re very weary of rolling under the wings of a company that has ad supported assets of their own. Then the new wave is to disguise the no vaseline raping with the fact that they are helping you at the same time by showing your content when in actuality they drive people to this aggregated destination to recoup higher cpms. It’s ingenious but doesn’t help us webmasters. Go with a dedicated network whose core business is being a network and… go with a black owned network. There are a couple out there (one that has been around for more than a decade but is very selective about who they let in)

Don’t let these white boys own our dollars - do your homework people (not being racist but I think we could support each other and make this work)

Carmen

MrAfrica Says:
August 18th, 2008 at 6:58 pm

@MrAfrica…BET’s fill rate is less than 50%…thats not great
–
–
Yes it is if they paying close to $5 cpm, as one can always default back to AdGroups, Valueclickmedia, or whatever…

-Smile-

Been in this game for years…

Dede Says:
August 19th, 2008 at 1:34 am

@ Ms Mecca - I understand what you are saying, but when you reach a certain point in traffic, the smart move it to try to sell as much of your inventory as you can. GN takes 45% and average inside sales rep take 15%-20% - big difference. An ad network like adgroups pay a average cpm of $8-$9 (right?- I think this is correct) So as we all continue to grow we should look and learn how to sell our own space. Basically, taking control of our own future. You can also allocate some space to your network and take a stab at selling some of your own inventory - I promise you will like your check alot better than your network check.

Also, a benefit of selling your own space is really customizing your own campaign and being able to offer your visitors with a unique experience other than your cookie cutter banner campaign that most networks throw at us. And the brand that is smart enough to work with you to create something will really receive customer engagement, brand visibility and higher click through rates.

I am no expert - so take what I say with a grain of salt - I can only state what works for me.

1 Trackbacks For This Post

GNMulticultural’s “Premium Play” | Black Web 2.0 Says:
September 10th, 2008 at 9:22 am

[...] are social networking plays based off Moss Interactive’s Ning-like Connect Platform. We first reported on Gorilla Nation’s decision to go into the Multicultural Ad Network space back in August. [...]

Carter Says:
August 13th, 2008 at 3:37 pm
Just clicked on the blackwebportal link in the post, it says that it is a reported attack site?
Lynne d Johnson Says:
August 13th, 2008 at 3:54 pm
Carter - Not sure what you mean. Who or what says it is a reported attack site. You say “it” says, after reporting that you clicked on the link. So did you get a popup message of some sort in your Web browser? What Web browser are you using?

Just need to be clear what you mean because I just tested the link on both Mac and PC on Firefox and Safari on both platforms and then on IE on Windows. Still not seeing whatever you saw that told you it was an attack site. Are you using FireFox 3?

They must have been hacked at some point and there must be some malicious files out there that Google is blocking. So it’s the combination of Firefox 3 and Google perhaps, and perhaps malware on that site. Though, I’ve visited as I’ve said and there have been no attacks on my computer.

Maybe I’ll report to the site that they’re being blacklisted. Thanks.
MrAfrica Says:
August 13th, 2008 at 5:03 pm
You may also use TheBwp.com to access BlackWebPortal… As for these companies going after the black demo, this is a good thing for black webmasters… Of course many shall not last, but still competition can only help drive up the CPM rates for sites in general…

Have a friend who with BET and right now they have the highest CPM for black sites… Nearly $5 per 1,000 impressions… Don’t know of any other black ad networks that can boast that… ( aka… webmaster share of the revenue )

Your Thoughts?
Lynne d Johnson Says:
August 13th, 2008 at 5:59 pm
@MrAfrica Wow I didn’t know that on the BET network. That’s a pretty good rate.

All it can do overall, is prove there’s a market there. Let’s just hope that the little guys, the bloggers that get into some of these deals — will get their just due that the ad networks and ad rep firms won’t take too huge of a percentage.
MrAfrica Says:
August 13th, 2008 at 7:21 pm
Yeah fill rate is just around 45% or so… Yet still I could work with that while defaulting back to my previous ad networks… ( ad rotation ) In summary the one’s within BET network is lucky or vice versa… ( Smile )
Carter Says:
August 14th, 2008 at 10:28 am
I clicked ignore warning since you had no problems and was able to see the site. They have a hacker update on the homepage that basically says that since July 26 they have had continuous attacks against their database and that they are in the process of upgrading their systems. This explains the warning message I was receiving.
L. Tyler Says:
August 14th, 2008 at 4:31 pm
It seems like within the last 12 months all of the big boys have made a mad dash into what they previously could have cared less about. Lynne I hope along with you that your local blogger will make sure they’re not taken advantage of.

With the numbers that some of them are putting up they probably should look into hiring an ad sales rep and taking 100% of the money instead of taking scraps off of the table. It would be more profitable.
Dede Says:
August 14th, 2008 at 10:09 pm
@ L. Tyler - I agree. I think soon everyone will realize this ad network game and take control of their inventory.
Ms Mecca Says:
August 18th, 2008 at 2:12 pm
@DeDe …. There are way too many emerging sites for someone to take advantage of their inventory….many sites (like us) need a network to survive (my earnings from my network covers my mortgage and car note lol — I couldnt scrape the surface of everything they bring me if I was alone)

@MrAfrica…BET’s fill rate is less than 50%…thats not great

@L Tyler….These publisher initiated networks are shiesty as hell. We’re very weary of rolling under the wings of a company that has ad supported assets of their own. Then the new wave is to disguise the no vaseline raping with the fact that they are helping you at the same time by showing your content when in actuality they drive people to this aggregated destination to recoup higher cpms. It’s ingenious but doesn’t help us webmasters. Go with a dedicated network whose core business is being a network and… go with a black owned network. There are a couple out there (one that has been around for more than a decade but is very selective about who they let in)

Don’t let these white boys own our dollars - do your homework people (not being racist but I think we could support each other and make this work)

Carmen
MrAfrica Says:
August 18th, 2008 at 6:58 pm
@MrAfrica…BET’s fill rate is less than 50%…thats not great
–
–
Yes it is if they paying close to $5 cpm, as one can always default back to AdGroups, Valueclickmedia, or whatever…

-Smile-

Been in this game for years…
Dede Says:
August 19th, 2008 at 1:34 am
@ Ms Mecca - I understand what you are saying, but when you reach a certain point in traffic, the smart move it to try to sell as much of your inventory as you can. GN takes 45% and average inside sales rep take 15%-20% - big difference. An ad network like adgroups pay a average cpm of $8-$9 (right?- I think this is correct) So as we all continue to grow we should look and learn how to sell our own space. Basically, taking control of our own future. You can also allocate some space to your network and take a stab at selling some of your own inventory - I promise you will like your check alot better than your network check.

Also, a benefit of selling your own space is really customizing your own campaign and being able to offer your visitors with a unique experience other than your cookie cutter banner campaign that most networks throw at us. And the brand that is smart enough to work with you to create something will really receive customer engagement, brand visibility and higher click through rates.

I am no expert - so take what I say with a grain of salt - I can only state what works for me.

GNMulticultural’s “Premium Play” | Black Web 2.0 Says:
September 10th, 2008 at 9:22 am
[...] are social networking plays based off Moss Interactive’s Ning-like Connect Platform. We first reported on Gorilla Nation’s decision to go into the Multicultural Ad Network space back in August. [...]