1. @BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

2. It’s the BEST TIME EVER to
start a digital media company.
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

3. Modern Publishing Tools
Social
Smartphone Proliferation
Amazon Web Services
Broadband
MOBILE
Google/Search
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

4. @BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

5. There is a big UNTAPPED
OPPORTUNITY in digital media.
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

6. Currently Tapped Revenue Streams:
1. Advertising
2. Subscription
3. Events
4. Licensing
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

7. Let’s Look Closer:
1. Advertising
2. Subscription
3. Events
4. Licensing
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

8. UNLIMITED INVENTORY
Digital Ad Inventory > Advertiser Demand
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

9. BRANDS ARE PUBLISHERS
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

10. Mass Reach / Direct Response Solutions
Consume Majority of Ad Dollars
FACEBOOK
Pinterest
Google
Programmatic
Ad Networks
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

11. When Traditional Media worked, it didn’t
have this problem
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

12. Advertising Spend:
Online vs. Offline
(this will continue…)
70
60
50
40
Print
30
Digital
Billions
20
10
0
2011 2012 2013 2014 2015 2016 2017
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

13. Annual Revenue for Digital Publishers
120
100
80
60
40
LESS THAN
$100 MILLION
20
0
Yearly Revenue
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

14. A Challenge For Publishers to Overcome
PREMIUM
REMNANT inventory
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

15. Let’s Look Closer:
1. Advertising
2. Subscription
3. Events
4. Licensing
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

16. Substantial Subscription Revenue
is limited to very few publishers.
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

17. @BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

18. Let’s Look Closer:
1. Advertising
2. Subscription
3. Events
4. Licensing
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

19. @BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

20. Let’s Look Closer:
1. Advertising
2. Subscription
3. Events
4. Licensing
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

21. @BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

22. There is a big UNTAPPED
OPPORTUNITY in digital media.
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

23. COMMERCE!
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

25. We grew to be a
Decent-Sized business
9,000,000
8,000,000
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0
2005
2006
2007
2008
2009
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

26. “Streetwear's bold styles and outlandish patterns either grab
you immediately or they don't – no one's ambivalent about a
Playa's Club gold-studded teal sleeveless hoodie. Make the
call and move on, with Jack Threads.”
Thrillist Boston – October 9, 2008
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

28. READERS
BUYERS
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

29. Huge Increase in Lifetime Value
Shitload
of Value
No Value
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

30. Massive Commerce Business
80% commerce
20% advertising
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

31. We DON’T have this problem
Typical Digital
Publisher
PREMIUM
REMNANT inventory
PREMIUM
NATIVE commerce
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

34. $100M+
2M+
EXPECTED
2014 SALES
PACKAGES TO BE
SHIPPED IN 2014
Source: Internal

35. Huge Increase in Lifetime Value
$100+
$3-$20
Thrillist Brand
PremiumMedia
RPM
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

36. Annual Revenue for Digital Publishers
120
100
80
60
40
LESS THAN
$100 MILLION
MORE THAN
$100 MILLION
20
0
Yearly Revenue
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

37. The Kicker:
Understanding purchasing behaviors
also makes for a better ad product
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

44. 1M+
2M+
7M+
Credit Cards
on File
Packages to be
Shipped in 2014
Logged In
Users
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

45. There is a big UNTAPPED
OPPORTUNITY in digital media.
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

46. You can do it!
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

47. You can do it!
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

48. You can do it!
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

49. @BENJLERER
@THRILLISTMEDIA
#DIGICRONUT

50. Thank You.
You are my ONLY friends.
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT