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  • Why do so many men love shoppable editorial platform Thrillist?
  • Why do so many men love shoppable editorial platform Thrillist?
    Mark Liddell (2014) ©
CASE STUDY

Thrillist: cool content (and commerce) for millennial men

Starting life as a newsletter that tipped off subscribers about the coolest place to grab a coffee or buy a shirt in New York, Thrillist has grown into a multichannel business. It's now set to make $100 million by the end of 2014. But what's the secret behind its success?

Location United States

Scope
Loading up Thrillist.com, some might be quick to dismiss the site as a BuzzFeed-esque collection of funny, cultural and topical stories. ‘The 20 types of Yelp reviewer’ and ‘I tried to get a job at Burger King and failed’ take pride of place on the site's homepage. [1] But alongside these editorial pieces, Thrillist presents cool dudes with cool stuff. From the best beers in the US to where to buy luxury workwear, Thrillist provides its audience with articles on the coolest things around. But what really sets Thrillist apart from the competition is ...

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