A Final Word (or 2,200) On Oddjack
Now that it’s happened, I think I can finally talk about it…
A couple weeks ago, AJ tossed word my way that OJ was on Denton’s auction block, and that at least one interested party had approached AJ prior to bidding to let him know they were interested in a resurrection. Regardless as to whether I would have taken that offer or not, that was interesting news.
I didn’t hear anything until yesterday when I found this press release that trumpets the acquisition of OJ by some company called Traffic.Media. Excerpts:
· The sale includes the Oddjack.com domain name and all web site assets such as story archives, logos and trade marks.
· OddJack, the Gambling Guide is one of the most recognized gambling blogs. Launched in July 2005, OddJack immediately catalpulted the online gambling industry to the blogosphere thanks to the influence of Gawker Media and the witty craftsmanship of editor A.J. Daulerio.
· Oddjack will be a platform for relevant, in-depth and engaging content for audiences that will never directly visit an online gambling web site or directly search for online gambling material. Traffic.Media expects its online gambling industry clients to reap immediate benefits from the visitors brought in by and through Oddjack.
· Trapik.Media is an interactive marketing firm servicing vertical markets such as the online gambling industry. Traffic.Media specializes on development of compelling content and intelligent distribution to the target audience.
A linked “article” from some shill site with two hyphens in its URL (seriously, has anyone done a study on the inverse relationship between integrity and hyphens in a URL?) mentions that the resurrected OJ has ads already from Bodog, Titan, and some book/casino/poker place I’ve never heard of.
Now, I realize that writing as a sub-contractor and then contractor to Gawker meant I gave up ownership to the stuff I wrote, but I have a sickening feeling having my content existing in the archives for the new regime’s purposes. What do I have to worry about? Well, already there has been a fairly significant edit to a front-page post of mine at OJ that makes me shake my head. I had linked up DuggleBogey’s Instant Bankroll program at Titan, and included a pulled quote from and a link back to his blog to get the details. The text is intact, as is a generic link to his blog, but the pulled quote has been hyperlinked directly to Titan – no Instant Bankroll, despite the quote being all about that bonus – with a referral code embedded, and they deleted the link that went directly to his post about Instant Bankroll. Just shill-tastic if you ask me.
Yes, I am aware of the semi-hypocrisy of being upset that the purity of my pointing to one man’s shilling is trumped by the heavy-handed overt shilling edits done by another. Pbfft…
I’m curious to see what’s going to shake out here. I would guess this site will end up as bland and awful as a CasinoCityTimes or PokerNews, but I guess only time will tell. I’m just going to be really disheartened if posts from the archive are dug up, edited, and reposted with shilly links all up and down. I mean, I can’t do a goddamn thing about it, but I will be disheartened.
As long as I’m talking neo-OJ, maybe now’s a good time to get into it fully…
AJ and I exchanged a couple of emails in late June, then found a chance to talk on the phone shortly thereafter. He had been working with a few other bloggers to try and help out with content, but no one had been hitting the voice (or maybe the volume) for the content he had been looking for, and I guess either Prof and/or Pauly had recommended me. We agreed to give it a couple of weeks on a trial basis, and if we both thought it was a good fit, we’d work together. I had already been an OJ reader, and was (and continue to be) flattered that a writer of AJ’s caliber (not to mention Pauly’s caliber, among others) would think I could be an asset to this project.
Now, here’s what I knew up front: The sole advertiser on the page had basically asked Denton to open a gambling blog, promising six months of ad revenue along the way. Denton put one of his guys in charge, they grabbed AJ, and off they went. The only problem was none of these guys were gamblers to begin with. They knew the “Gawker Voice,” and they knew AJ had the “Gawker Voice,” but it was pretty obvious that it was difficult for AJ and whoever he had working for him to find and interpret gambling content through the voice appropriately. It wasn’t working right out the gate.
And it wasn’t Arieh. Arieh, in all actuality, was totally working for the attention AJ got for it. Maybe it didn’t resonate with poker bloggers, but with the average reader it totally did. It gave the casual reader a reason to come back every day to see how he’d crap on the guy next, which was happening. Yes, it did eventually get to “beating a dead horse” status, but that dead horse was a fairly solid one-trick pony for awhile. Where I think the content had its problems initially was illustrated by the multi-part poker/fatguy series. You know, where we talked about stomach stapling. See, gamblers aren’t celebrities. It just doesn’t make sense to point and laugh at something marginally amusing Howard Lederer might do, because only 60% know who he is, and only 25% of those people have any depth in his history. The celebrity thing works for Gawker and Defamer, simply because we all have a vested interest in seeing Tom Cruise look like a retard. It validates us all, at least a little bit.
So the challenge was to find a way to be entertaining and informative while not giving up on the voice and the snarkiness, but ditching what wasn’t working along the way. Problem was, AJ was having trouble finding the right mix, as the direction from above wasn’t coming from gamblers who knew what they wanted. I give Gawker credit for taking the plunge, but I’d be astonished to find they had done research or had a true game plan for OJ. The mission statement alone basically hinted that this gambling blog was going to be more along the lines of Bird Flu Betting or Will Oprah Convert to Scientology wagering than poker hints and tips (which is where I think many of you totally missed the boat in your initial assessments). And frankly, there just isn’t enough of that stuff to go around.
Let’s assume the magic number for Gawker is 18 posts per day. I think that’s about right. That’s 90 posts in a week. Take the first and last posts per day out of the mix (Rake and Remainders, par for the course for all Gawker blogs), and you’re left with 80. Now, unless you’re willing to post every time the line moves on Will Hillary Run For President in 2008?, you’re only going to be able to harvest maybe ten unique goofy prop bet lines per week. What are you going to do with the other 70 posts?
I really thought AJ made a great move when he directed me (and us) away from the personality-focused content (Is Sammy Farha a Dick?) and pushed us towards being more useful with our gambling content. While I didn’t really have any problems being a prick to poker pros I’ll never meet, I didn’t see where that was going to get us. Being constructive was far more satisfying and challenging anyway, not to mention that I thought the site worked far better this way.
Problem was, the numbers didn’t show it. Back in September I went through an existential crisis of sorts because I had gotten wrapped up in our site stats. It was personally frustrating for me to have written a number of (what I thought were) pretty damn good posts, and to see those posts get zero action from other blogs. I’m actually still a little bitter. My horse racing stuff (save anything CompuTrak related) in particular got me all angsty about this gig. I worked hard to be informative, constructive, entertaining and useful, and really feel that a few of the posts I wrote on that topic are some of the best things I’ve written. Period. Then I see stats where a faked post with odds about “What’s Going To Happen On The OC” (to which I contributed) gets hundreds of visitors via links to my content’s zero. “Who’s the Gay Athlete” (terrific post, by the way) gets linked up all over the damn place, and my thorough, detailed, and very capably handled analysis of Breeders’ Cup goes totally unnoticed.
Very, very frustrating. I had a conversation in early October with AJ where I basically quit, but he asked me to give it a couple more weeks, and told me to take a week to clear my head about it – which I gratefully did. This is where things began to get odd. AJ’s editor, completely out of nowhere, came through and offered me a contract. This took AJ by surprise, and added a couple of days of tension where he suspected I was going around him to usurp the site for my own. Of course, since I need health insurance, taking OJ wasn’t going to be plausible for me, but he didn’t know that. Anyway, I get the contract (and a fat raise), and have a conversation with AJ’s editor that sounds promising and positive. Basically, he wants to conference AJ and I together with him to discuss ways to improve the site.
Now, AJ and I both knew that end of November was going to be a decision date for the advertiser, but we had done the doubling of traffic his boss had asked for. Not only that, but the content was finally working (in my opinion), I had gotten a raise, my name was finally on the site and we seemed to have a promise that constructive approaches towards improvement were on the horizon.
So I didn’t quit, but soon enough it was apparent that not only were the promises to try and improve the approach hollow, but the advertiser wasn’t intent on renewing the contract either. We were on life support, which wasn’t unexpected, but was definitely disappointing. And it wasn’t just the money. The content was finally beginning to work, we had a unique voice and approach, and you’d think that the backing of a blog empire would allow for a site to take some time to grow. Didn’t happen though. Denton pulled the plug, which was probably a good move on his part. He was able to capitalize on selling the domain, and didn’t have to put any effort into finding new advertisers.
To be fair, I’d bet far too many of those advertisers would be looking for kid gloves and affiliate links and such, and that Denton would be hard pressed to instruct any of his editors to soft peddle a gambling site beyond simply thanking the advertiser(s) (as Gawker blogs do) at the end of each week. Perhaps there was nothing remotely attractive out there, but I have a hard time believing this was a dead end.
I’ve said this before, but ultimately this was a hell of a good experience for me. I got to be a semi-pro writer for awhile (which, just saying it aloud, makes all the effort worthwhile), and the money was certainly handy. I also enjoyed the hell out of working for AJ Daulerio, who may have been flying by the seat of his pants, but was steering me in the right direction more often than not. I also was finally forced to write about horse racing, and really feel good about the stuff I was putting to paper on that topic. I’m glad I gave some of you the opportunity to find the high comedy in the “Tony Oliveri” alias, and above everything else I really felt (most of the time) like what we were doing there had some value. I thank Gawker, AJ and AJ’s editor for the chance, and would likely do it again if offered (not that it will be, I’m just saying).
Which brings me back to where this new OJ direction is going… Unsurprisingly, AJ and I have emailed back and forth on this thing since seeing it come back from the dead, and are both just a little bit saddened by the whole thing. I’ll let AJ give the eulogy:
It’s really a shame. I mean, it’s everything Oddjack wasn’t supposed to be but was accused of because of the Bodog crap all over the place. It’s boring, predictable blather that’s ultimately trying to drag in as many goofy online casino advertisers as possible. And will do so because that’s pretty much a given money-making model for a lot of these sites(Read: 911, Gambling).
Whatever it is, they can’t say we had no heart.