Can Thrillist Media Group successfully merge content and commerce with the purchase of JackThreads?
Can Thrillist Media Group successfully merge content and commerce with the purchase of JackThreads?
In 2010 Thrillist Media Group, publisher of an online lifestyle guide for young men, acquired JackThreads, on online clothing retailer with the same target audience. In this case, Thrillist CEO Ben Lerer discusses the challenges of integrating the Thrillist and JackThreads brands without sacrificing the credibility that had been crucial to the success of both. Students are asked to consider whether this merging of content and commerce will prove sustainable—and whether there are opportunities for Lerer to replicate this business model, targeting different online audiences.
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