TheWrap’s Sharon Waxman grilled Nikki Finke about the sale of her site, DeadlineHollywoodDaily.com, to the Mail.com Media Corporation, her traffic, the valuation and her plans to expand.
Why did you sell the site?
It was never for sale. A year and a half ago, there started to be interest, and about a year ago there was more interest. It ranged from people kicking the tires to really wanting to buy it, to money to invest in it. It was dizzying. That’s when I realized I had to have a business agent.
That’s been Peter Levin?
He’s been marvelous. He’s a pretty known quantity in the Internet world. He was recommended by a friend. He just took it over.
Who were some of the companies interested in buying the site?
I’m just not going to go there. There’s no reason to embarrass people. That’s between them and me.
Why embarrass them?
Because they didn’t get it.
Are you saying no one kicked the tires and walked away ... you just wouldn’t sell it to them?
I conducted it privately, I think it should remain private.
OK, so back to why you sold it?
In the end, I realized all the benefits. I could keep the integrity of the site. I could keep control over the content and design. I could take it to the next level in terms of infrastructure and platform -- I don’t know what the right words are. It was too good to turn down.
What is your traffic?
I’m obsessed by the news. Not by my traffic. People keep telling me it’s extraordinary. I know that since the inception of the site there have been 65 million page views this week. Give or take. That’s what I can tell you. That’s what the source meter says on my site. I don’t know. It’s called Sitemeter.
You told me the numbers I published back in March were wrong?
I don’t know the number you seem to desperately want. I don’t have to tell you anything.
What is your vision for taking it to the next level?
I don’t know, but I sure want to find out. We have a strategy that we want to pursue.
What does that involve?
I’d rather not tell you.
You plan to hire a senior journalist in New York? How soon?
Soon.
Will that person report to you?
Yes.
What will their job be?
That will be worked out. A reporter. My site is original content.
Just two people?
Bigger is not necessarily better. It’s the quality.
Are you involved in the business side?
No. This is what I love doing. This is what I get up in the morning. I love what I do. I love pursuing journalism. I love chasing news. One of the great things about this new deal, is I now have an entire company thinking about the business side.
How long has this deal been in the works?
I was wondering that myself.
