Big changes in the works for Thrillist: Gone is the starkly, minimalist Web site with nothing but a simple form to subscribe to its Dailycandy-for-dudes email newsletter (as almost 500,000 people have done). The company has now made all of its old content available on the Web, creating an out-of-the-box rival to IAC’s (IACI) network of Citysearch sites — and dozens of similar sites.
A great move by the Thrillist team. Thrillist sits on a treasure trove of content from past newsletters. By putting it on the Web, they get the opportunity to sell ads against their write-ups all over again. And Google should bring them a lot more visitors.
The new Thrillist website is a bit clunky to use, but we expect improvements over time. Our bigger concern: Thrillist has attracted so many subscribers — and they’re still adding 1,000 a day, company reps tell us — because the newsletter was the only way to access Thrillist’s reviews. We assume that ads in those newsletters bill at a hefty premium over Internet ads. But if everyone can get content on Thrilllist.com, will subscriptions slow?
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