It just so happens that both of my posts today are about media companies extending their content to the iPhone. In both cases, mobile supports each organization’s focus on providing top-tier content and information to its users at the right time and place.
Thrillist, is one of the hottest email newsletters amongst the young, affluent male set. The publication has a presence in over 15 markets across the US and UK, reaching more than 1.8 million readers. As a key outlet for city-specific dining, nightlife, and shopping recommendations, Thrillist exists as an invaluable resource within the markets where it operates. With the launch of a free iPhone app, which is Thrillist’s first leap into the mobile space, the company is extending upon the trusted relationships its built with its readers.
Like a lot of local guides, the free Thrillist app is grounded by a city grid that pinpoints your location after logging in and finds the nearest listings by food, drinking and shopping. Icons—knife and fork, tumbler and t-shirt—appear on the map and offer snippets of text from the recommendations when highlighted. If one is clicked, the review opens full screen with images and in some instances, video. Logged-in Thrillist users can also save articles to “My Thrillist,” their personal favorites archive, which is automatically synced with the reader’s “My” archive on the corresponding Thrillist.com. (via PaidContent)
The strategic move by the company makes even more sense in the context of recent comments made by Ben Lerer, one of Thrillist’s co-founders, in an interview for Wall Street Journal’s “Venture Capital Dispatch” blog. In the piece which focused on Thrillist’s acquisition of members-only online retailer JackThreads.com, Lerer stated that the company’s vision of a modern media company is “Content plus Commerce.”
“There have been all these companies come up and build very interesting businesses with a large database of people who do what they suggest,” Lerer said. “Even more than a Groupon or Gilt, we’ve built our brand on being a trusted voice for guys on brands they would like. We’ve seen others build similar, less-targeted lists and monetize the hell out of their lists selling local deals or clothing.”
“As we attract people to Thrillist, we learn more what this audience likes,” Lerer said. “We’re not looking to compete with Gilt Groupe. We want this to be a curated experience.”
Lerer is right. As media becomes more interactive (see the iPhone, iPad, the dawn of Internet-connected TVs), commerce will be infused into every user engagement. Commerce will be blended into the fabric of all content. With the growth of mobile commerce, as well as the increasing role mobile devices are playing in our digital and physical lives, Thrillist is smart to get in on the activity. As a trusted resource for navigating cities, it’s only a matter of time until Thrillist blends its mobile content with local market transactions.
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