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"Thrillist caters to \"work-hard, play-hard\" guys, says the co-founder and editor in chief of the men's lifestyle publication. The email newsletter and website expanded to its 20th city, Minneapolis, in the past week and it's seen rapid growth since its founding in 2005. \nThrillist has more than 3 million subscribers, 12 million monthly visitors to Thrillist.com and 100 employees. And its offerings have expanded beyond simple recommendations and reviews; Thrillist also offers its own deals service and a private shopping club similar to Gilt Groupe. \nWhat else can Thrillist fans expect as the publication continues to grow? Co-founder and Editor in Chief Adam Rich spoke at Mashable Connect this past weekend about how the publication uses email to reach readers. Rich also answered some of Mashable's questions about Thrillist's future.   \nThrillist is now in 20 cities. Can we expect it to make its way to more?We will definitely continue moving Thrillist into more markets. Additionally, we are working to better serve our existing readers by expanding the number markets Thrillist Rewards reaches \u2014 our local program of highly curated deals and experiences \u2014 and offering current subscribers access to JackThreads, our private shopping club.\nHow do you deal with the different editorial and advertising needs of your different markets?On the editorial side, each edition is run by a local editor who has lived in his market for no less than five years.  This way we can optimize the Thrillist editorial sensibilities for each city's unique expectations and interests.  This doesn't mean that we only cover screenwriting software in Los Angeles, but it does help us avoid recommending parkas in Miami.\nAdvertising-wise, we are generally too expensive for local advertisers, so we focus our energies on national brands via the markets where they do their planning.  Currently most of our sales force is in New York City, but we have people on the ground in Los Angeles, San Francisco, Chicago, and Detroit.\nWhat role does Thrillist's expansion into new services, like Thrillist Rewards, play in its overall business plan?The short answer is that these are new ways for us to meet the needs of our reader.  Just as we launched Thrillist to help the guy besieged by over-general, low-quality city information, we acquired JackThreads to do the same for sale sites, and founded Thrillist Rewards in response to the glut of interchangeable, Valpak-esque deal sites.  With each move, we have leveraged our first-hand understanding of the work-hard, play-hard guy to step in with an optimized solution for his needs, and in doing so, created additional revenue streams for Thrillist.\nWill Thrillist offer any other new services?You bet. Stay tuned...\nHow have readers received Thrillist.com's redesign?Very well.  All our important metrics \u2014 traffic, page views, time on site, etc \u2014 are up, and we find many more people adopting high-engagement functionalities like the \"My Thrillist\" personal archive section.\n\n\n\n\nPhoto by Michael Cummings"^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2011/05/16/Thrillist-2/>