Interview with Ben Lerer of thrillist

PSFK recently chatted with Ben Lerer, Co-Founder of thrillist about the current state of independent media and where his publication fits into it all.  Thrillist is a free, daily email for guys in New York City that shares entertaining information, such as new bars, events, and gadgets - like a male equivalent to Daily Candy.

1.  In the short time, since we last
spoke, there seems to have been so many changes in independent media
and publishing. What’s changed in your world – in media and personally?

Professionally, everything’s changed
for us. Last time we spoke we were just getting started. Now we’re
preparing to launch our 3rd edition. Personally, it’s been very cool
meeting everyone in this bizarre little NY media world. We’re still so
new to all this that we’re just excited for the opportunity to be doing
what we’re doing.

2.  To what extent is the publishing you do your business
or your shop-front? How has that changed over the last year?

Our content is all we have. Every
penny we make is a result of advertisers liking our voice and liking
the audience that likes our voice. It hasn’t changed and I don’t think
it will ever change.

3.  Beyond any financial reward, what do you get out of
it all? What drives you?

Beyond money? NOTHING. Seriously
though, we’re living the dream. There’s no better feeling than watching
something you’ve created grow and have a life of its own. I also love
covering a small company/restaurant/etc and getting an email from them
telling us that we’ve changed their business. We’re one of the little
guys too, so we like to help other little guys when we have the chance.

4.  Are you conscious of YOU the brand as much as your
site? Do you leverage the fact?

A little. We’ve leveraged it into
some media coverage where the story is "young guys start company for
young guys", but in general, we try to stay behind the scenes and let
the Thrillist voice speak for itself.

5.  How do you view the other independent publishers that
cover the same content areas as you?

I’m inspired by a few but
unimpressed by the rest. It’s very easy to be a "publisher" these days,
so there tends to be five crappy sites for every one that actually
brings some value to the table.

6.  How is mainstream media covering your content areas?
Is there a noticeable reaction to what you and your peers are doing?

Coverage has been incredible.
There’s almost as much content about new media as there is new media at
this point.

7.  How is your world going to change over the next 12
months?

Hopefully we’ll see continued growth
and financial success, which will lead to new editions of Thrillist
popping up in other cities. That or I’ll lose my mind and move to
Iceland.  

Thank You

thrillist