I am focused on the cross-section of commerce and content. Traditional media companies have, for a long time, monetized the reader and viewer and spoke to them in a separate voice when asking these same people to buy. But, the reader/viewer and buyer is the same person. With content and commerce coexisting there is a way to foster the bottom funnel transactions quickly, which is what The Thrillist Media group (Thrillist and Jack Threads) is beginning to do.
2. How did Thrillist find its (distinct) voice?
The voice of Thrillist is the human, normal, any guy in the know voice of myself and Adam (Rich, Co-Founder of Thrillist). Fostering this voice into our brand identity took a ton of time and energy to find. We knew that if we missed by just ten or fifteen degrees we would miss the boat with our audience. We hired an