Advertisers Are Attaching to Content Sent By Email

Advertisers are reaching a coveted demographic via lifestyle ‘zines with opt-in email newsletters, according to LA Times.

The median household income of Thrillist subscribers, for instance, is $107,000, dwarfing Sports Illustrated’s median of $63,605 and Maxim’s of $65,710.
“Magazines like Stuff and Cargo have been going under, and we’ve been taking their place in the market,” said Ben Lerer, a co-founder of Thrillist, which recently launched a Las Vegas edition. Lerer said its L.A. edition was projected to reach 45,000 recipients by next December, which would be an 86% jump from a year earlier.
The idea behind e-mail list services is simple. They bring order to the chaotic mass of information on the Web and elsewhere, seize on relevant information — or things that the services’ employees decide is relevant — and present it via e-mails to subscribers.
“We appeal to people who like to be on top of things but don’t have the time to do it,” said Gary Foodim, general manager of Very Short List.

Other media companies mentioned in the article with active email subscribers include Daily Candy, Flavorpill, Urban Daddy, Julib and Pocket Change. I’m on the Pocket Change list.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. In order to both celebrate and critique the industry, I started AdPulp in Chicago in 2004. In 2006, I launched and led an agency content department at BFG. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.