Two weeks ago, the father-son startup team of Ben and Ken Lerer appeared on a panel together for the Paley Center for Media and quibbled over semantics. Thrillist, a business based on an email list, spunky writing and a brand for the urban man, is a media company, young Lerer insisted, and today he made it official. Thrillist, local deals platform Thrillist Rewards and Thrillist-aquiree JackThreads are converging into one glorious man-brand monster: Thrillist Media Group, with a collective audience of four million men.
“We’ve been thinking like this for a few months now and starting to take these ideas out to market,” CEO Ben Lerer told Betabeat today, citing a campaign with McDonalds that spanned the Thrillist and JackThreads platforms. “Internally we’ve all known it’s been happening.”