With New GM Hire, Thrillist Looks to Expand Beyond Newsletters

Former Maxim digital editor Gene Newman to deepen web content.

Bill Mickey By Bill Mickey


Thrillist, a men's lifestyle publisher, has hired former Maxim digital editorial director Gene Newman as general manager. The newly created position will execute on a strategy to expand the Thrillist brand as a destination site beyond its email subscription roots.

Thrillist, which now has about 3 million daily subscribers, will broaden its locally-based food and drink curation into other categories such as travel, gadgets and sports and entertainment, says Philippe Guelton, the former COO of Hachette Filipacchi Media U.S., who became Thrillist's president in March. (Newman also has ties to Hachette, where he was editorial director of the company's digital properties.)

"We have such a strong authority and loyalty from our audience in our verticals and yet we don't have a great web experience," says Guelton. "When it comes to the web, you have so many layers of content you can provide. Our goal is to make every piece of content actionable."

JackThreads, a digital discount shopping club that Thrillist bought two years ago that now has more than 2 million members, will also be expanded with more website content.

With projected 2012 revenues in the range of $60 million, Guelton says Thrillist has been profitable for the last five years. The company also secured a $13 million series A round led by Oak Investment Partners.


Bill Mickey By Bill Mickey

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