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  • The Newsletter That Became a $100M Business Selling Stuff to Dudes

    Once upon a time, Thrillist was just an email newsletter with a circulation of about 600 New Yorkers. It could tell you where to grab a nice cocktail, sit down for some amazing pasta, or get a good deal on a fashionable pair of pants. But today, Thrillist is more than that. It’s a massive online machine designed to stoke the consumerist impulses of young guys across the country and then satisfy those impulses.

  • My Make or Break Decision: Thrillist took a big risk by buying a company in a completely different industry

    Founded in New York City in 2004, Thrillist, which has annual revenue of $100 million, started out as a fast-growing media company with a newsletter for urban guys. Today, it also sells pants. And shirts--a lot of shirts. The acquisition of online men's-clothing retailer JackThreads in 2010 was a big risk for Thrillist co-founder Ben Lerer.

  • Thrillist Takes Native Advertising to the Moon with GE-Produced Sneaker

    Thrillist, the local lifestyle guide for young urban guys, wants to prove that native advertising can actually sell products. Considering that a recent native ad program Thrillist executed for General Electric has led to an underground market on eBay for $2,000 sneakers, the site is off to an auspicious start.

  • America's Most Promising Companies: Thrillist Media Group

    A digital media company that offers city guides for metropolitan hubs like New York City, Miami and San Francisco. The company recommends restaurants, products and events via free, daily emails and also operates JackThreads, a flash sales site for men’s clothing. The company has raised $15 million from Oak Investment Partners, Lerer Ventures and Pilot Group since founding.

  • From Tale to Sale: Thrillist Wants to Build A Media Empire Where Ads Aren't Everything. Their Angle? E-Commerce

    Thrillist has grown into a mini-media empire, spawning two additional websites and an e-commerce company that together saw revenues jump 53% last year, to $85 million. Advisers are urging the pair, now 32 and 34, to consider taking it public -- a show of confidence in their decision to sell things rather than rely heavily on advertising.

  • At Thrillist, Mingling Commerce and Content

    The web site Thrillist publishes daily e-mails aimed at a young, male audience, with tips about activities in various cities. But along with that content, it offers separate e-mails selling clothes and deals at local businesses, melding commerce and content in ways that have long made traditional publications bristle.

  • Is Thrillist The Future of Media?

    Ben Lerer, co-founder and chief executive of Thrillist Media, says his company’s acquisition of members-only online retailer is a look into the future of media. “It’s what a modern media company looks like,” Lerer said. “Content plus commerce.”

  • 4 Lessons From Thrillist Media Group's Success in Both Content and Commerce

    When it comes to men's lifestyle content online, Thrillist Media Group believes it has the market covered. Its sites—food, drink and travel-focused Thrillist; technology- and lifestyle-based Supercompressor; and men's fashion portal JackThreads—tallied a combined 14 million monthly uniques in January.

  • How Thrillist Proves Brand Content Works

    Thrillist isn’t the first publisher to build out a content studio — everyone from The New York Times to Vice has spun one out — but Thrillist sees an opportunity to differentiate with a hardcore data focus that comes naturally to a publisher that’s also a retailer. For Thrillist’s 16-person brand content team, called The CoLab, that means using months-long brand health studies and benchmarking campaign performance against competitors.

  • How Thrillist Built An $80 Million Bro Empire

    In publishing, there's something called voice: the parlance of a certain outlet that jibes with its target demographic. Thrillist, the newsletter and ecommerce startup, has nailed its own demographic.

  • Ben Lerer's Global Strategy Is All Over the Map, and It Might Actually Be Working

    Ben Lerer was curious whether his online men's clothing store JackThreads would be viable outside the U.S. So one day earlier this year, he asked his Web developers to flip the switch. Suddenly, shoppers in Australia, Canada and the U.K. could begin ordering Duplex hoodies and Breda watches from JackThreads to be shipped to their homes. In just three weeks, those markets accounted for 15 percent of the division's sales.

  • Thrillist Is Launching a Tech Publication

    At a time when men define themselves by their phones as much as they do their cars, Thrillist Media Group sees an opening for a new web publication to help young guys shop for tech. Launching on Oct. 23, Supercompressor will take a broader lifestyle approach; it’s not for guys looking to tear apart their motherboards. “This is not Engadget and Gizmodo,” explained Thrillist CEO Ben Lerer. “This is lifestyle tech; gear and gadgets.”

  • Thrillist: From a Simple Newsletter to $80 Million in Revenue

    Thrillist's inception is not unlike the origin stories of many other companies: Two guys were looking for a product that didn't exist — in this case, a city guide that spoke to their particular demographic — and so they built it themselves.

  • Where the Boys Are: Jackthreads

    Try these numbers on for size: 4 million subscribers, projected 2013 revenue of $75 million to $100 million. According to Jason Ross, founder and CEO of members-only men's fashion site JackThreads, that's what happens when you create a shopping experience that keeps customers coming back for more.

  • Ben Lerer’s JackThreads Starts Selling Duds to Dudes Overseas, on Their Phones — And They’re Buying

    Ben Lerer used to make money by telling dudes where to spend their money, via his Thrillist email startup. He still does that, but now he also gets dudes to spend money via his JackThreads e-commerce site. Now Lerer has figured out a new line extension: Selling stuff to dudes overseas, via their phones.

  • They get dudes to shop

    In some ways, growth has come easy to Thrillist, the media property that University of Pennsylvania buddies Ben Lerer and Adam Rich launched in 2005 as a daily email lifestyle guide to New York. Seeded with close to $2 million from Bob Pittman's Pilot Group, the company turned a profit within two years as liquor and fashion advertisers sought to hang out with Thrillist's hard-to-reach cadre of young, affluent guys.

  • Dude Media Company Adds Travel Vertical, New Cities

    Thrillist Media Group has been telling young, urban makes what to eat, drink and buy since it launched as a daily newsletter in 2005. Now it wants to tell them where to go.

  • Jackthreads Launches Private Label

    Men’s flash-sale site JackThreads today launched the private label line Goodale. There are 20 items in the first collection, with price points between $30 and $60, depending on the fabrication. Some basic items, such as denim and chinos in the bottoms category, will likely become replenishment offerings, while tops and sweaters that have more of a fashion component will have seasonal availability.

  • Thrillist delivers on the promise of fully integrated “content + commerce” with new native check-out

    Lerer is excited about content and commerce. Really excited. That might be because his 260-person company Thrillist Media Group, which is on track to do $75 million to $100 million in revenue this year, is the first company to introduce what he’s calling “native commerce".

  • Internet Retailer Hot 100 – Jackthreads “Mostly Mobile Merchant”

    Mobile accounts for 68% of's traffic and more than 50% of its revenue. The vast majority of the retailer's mobile sales come from its iPhone app, which is designed to provide all the elements needed for mobile shopping, and nothing that's superfluous.


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