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Posts Tagged ‘Ben Lerer’

Thrillist Kicks Off Some Very Big Travel Plans

Thrillist Media Group has launched its Travel Destinations vertical with two of North America’s most flavorful and European-like cities: Montreal and New Orleans.

CEO Ben Lerer told Ad Age that the company is currently profitable and has yet to touch an additional round of $13 million in funding raised last summer. Meanwhile, Hayden Lynch, a senior editor promoted to the position of executive travel editor, explained to Upstart that the goal is to provide a trusted add-on to other sources like guidebooks, optimized for mobile devices:

The content will be written by freelancers who have lived in each destination for an extended period of time, a mix of expats and English-speaking natives, says Lynch. Thrillist – known for its irreverent, just-us-guys-here style – won’t be offering its content in new languages, however amusing the results might be.

“No, one of the biggest impediments to that is the adherence to our tone and our voice,” Lynch says. “We would lose all control of our brand.”

Next up for the Travel vertical are Sydney, Rome and Berlin, with Thrillist aiming to cover a total of about four dozen destinations by the end of 2014. On the Thrillist Local side, there is currently one international city in the mix – London.

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Keith Blanchard Joins Thrillist as Chief Content Officer

Keith Blanchard, the former editor-in-chief of Maxim, is joining Thrillist Media Group (TMG) as its first chief content officer. Blanchard was most recently chief content officer of Story Worldwide.

Blanchard had previously served as editor of Maxim and executive online editor of Us Weekly, Men’s Journal and Rolling Stone.

On The Menu: Thrillist CEO Lerer Talks About Success In A Bad Economy

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The Morning Media Menu podcast today features Ben Lerer, CEO of Thrillist. He spoke with Steve Krakauer and Rebecca Fox about how the email newsletter geared towards guys has expanded its reach — it now covers a dozen markets — despite the economy.

Lerer, who will be a speaker at Mediabistro Circus in New York later this week, said Thrillist was lucky to have “hit its stride” just as the economy started to trend downward.

“A lot of advertisers had just been closing their first deals with us [when the economy started to trend downward] and, if they’ve seen success, have been able to measure the value of working with us,” he said. “And we’ve been lucky enough that they’ve been coming back and continuing to spend even while their budgets have been getting smaller.”

Lerer also touted the benefits of using parties and events to reach out to new readers and advertisers. “We try to keep is stupid simple over here,” he said. “We have two goals. One is to build our audience with the right kind of guys and the other is to sell against that audience.” Events, he added “easily checks off those two boxes.”

Lerer also discussed challenges he’s faced as a young CEO and his take on Jay Leno‘s revolutionary move to primetime.

You can listen to all the past podcasts at BlogTalkRadio.com/mediabistro and call in at 646-929-0321.