Email newsletters aim for inbox and wallet

Thu Sep 10, 2009 12:54pm EDT
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By Basil Katz

NEW YORK (Reuters Life!) - If you are a style-conscious young male with a high income living in a big U.S. city, men's lifestyle email newsletters are gunning for your inbox and your wallet.

They are also pulling advertising dollars away from traditional outlets such as GQ and Esquire magazines. and, both founded in 2005, are among the biggest players in the growing field of men's email publications. After subscribing on the sites, customers receive emails telling them how to fit in and where to shop.

"We monetize the hell out of every piece of content we create because we can reach those guys, the early adopters, the trend-setters." said Adam Rich, co-founder of

The company claims 96 percent of its 1.1 million subscribers are college graduates with a median annual salary of $88,000, and half make more than $100,000 a year.

With 12 city editions, a 13th soon to debut for Seattle and one nationwide edition, Thrillist is rapidly expanding. It expects revenues of between $5 million and $10 million for 2009.

"Guys aren't foragers. What they really want is a friend they can call and get what they need to know." said Lance Broumand, founder of "That's why advertisers pay us what they do. We are that friend."

The tone of both newsletters is carefully calibrated to appeal to the demographic: exclusive and luxurious for Urbandaddy, fun and relaxed for Thrillist. Both often organize free, heavily sponsored, events for subscribers who qualify.   Continued...