The document discusses the history and evolution of media from pre-Internet to today. It notes that traditionally, content creation and distribution was expensive and controlled by few media companies. However, the rise of the Internet democratized media by lowering costs and allowing anyone to create and distribute content. More recently, media companies have integrated commerce functions by directly monetizing users and turning readers into buyers. The future of media companies lies in leveraging their user data and relationships to maximize both attention and wallet share through commerce opportunities.
3. Content creation was expensive
Content distribution was expensive
Media was controlled by the few
Advertisers ultimately were at the mercy of the media
Before the Internet…
@BenjLerer
#Back2Media
22. The New Media Playbook
Tech-centric
Social DNA
Data-centric
Multiplatform Distribution
Personalization
Real Time Content
Strong Brand Voice
Mobile First
Best In Class Branded Content
@BenjLerer
#Back2Media
31. Commerce provides the
opportunity for media
companies to not just think
about share of ATTENTION,
but also share of WALLET
@BenjLerer
#Back2Media
32.
33.
34. 2
HISTORY
MAY 4, 2005
Thrillist Sends
Its First Email
JULY 31, 2008
JackThreads Launches
as a Flash Sale Street
Wear Brand
OCTOBER 9, 2008
Thrillist Features
JackThreads
Editorially
SEPTEMBER 16, 2013
Our Integrated Content
& Commerce Platform,
Launches
OCTOBER 23, 2013
Supercompressor
Launches
MAY 13, 2010
Thrillist
Acquires
JackThreads
+
@BenjLerer
#Back2Media
35. The Commerce Business
1M+
Packages Shipped In
2014
Packages Shipped
In 2014
$100
Packages Shipped In
2014
Projected Revenue
in 2015
60%
Packages Shipped In
2014
Repeat Buyers
@BenjLerer
#Back2Media
37. We are the media company
that’s closest to the
customer’s wallet
@BenjLerer
#Back2Media
38. StorySelling
Content at
a Venue
Content in
Funnel
Content in
a Box
Content
for Sale
Relevant Content
Awareness &
Consideration
Commerce
Intent &
Conversion @BenjLerer
#Back2Media
40. Bad Definition of Disruptive
1. To cause something to be unable to continue in the
normal way; to interrupt the normal progress or
activity of something
@BenjLerer
#Back2Media
41. 2. A new product, service or idea that radically
changes an industry or business strategy
Good Definition of Disruptive
@BenjLerer
#Back2Media
44. Actionable User Data No Media Company Can Match
Taxonomy
Content Categories
Commerce Product
Categories
Commerce Brand Names
User Behavior
Content Clicks
Social Sharing
Add to Cart
Browsing History
Order History
Purchase Frequency
Average Order Size
LTV
Personally Identifiable
Information
Age
Email Address
Home Shipping Address
Types of Credit Cards
Social Login Information
Mobile Devices Used
Thrillist City Subscription
Preferences
Private Label
& Collaborations
Personalization Ad Targeting @BenjLerer
#Back2Media
59. The media company of the future
will figure out a way to
DIRECTLY MONETIZE its users
@BenjLerer
#Back2Media
60. THANK YOU.
I would definitely make out
with most of you.
@BenjLerer
#Back2Media
Notas del editor
Ben: Should we paint the picture that media businesses are forced to arb if they spend which is dangerous and not scalable and that we don’t have to do that. Can we say that explicitly? And make the same point for commerce – that when we buy we get value from users who don’t even become buyers quickly? This and the slide before feel like they need a section that also connects to the idea of the platform somehow. Think we need to get back to that to tie this all together before we get into the hardcore financials.
Eric: I think we should talk to the point about businesses being forced to arb if they spend. It’s a complicated point, and most media companies know this…and thus don’t typically spend unless its around an ad campaign. I don’t think we should state it explicitly here…but happy to discuss if you have language in mind.
I will try to add references back to platform. Good point. See a first attempt above by referencing Vortex, which is also on that Pinnacle slide. BG can make this look much better.