Thrillist Uses Unconventional Web Publishing Model

The men's general-interest e-newsletter, founded in 2005 by Ben Lerer and Adam Rich, uses its Web site to drive subscriptions to its e-newsletter.  According to Lerer, its e-newsletter's reach is more quantifiable, providing advertisers with a better method of tracking its reach. 

Today, Thrillist has 900,000 subscribers and along the way, it has developed a "voice," the publication's own unique take on events, venues, and products that appear in the e-newsletter, that could be applied to other cities and even on a national level.  Moreover, the founders now recognize that they are, in fact, a technlogy startup, one that has to take advantage of technology to track readership and monitor readers' engagement with advertisements.

The New York Enterprise Report

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