The word commerce was a dirty one in the media space, until recently. One of 2PM’s capstone beliefs is that commerce is the central engine of the digital economy. That may seem to be a reasonable now. But consider that just two years ago, fewer than ten digital publishers maintained direct to consumer storefronts. Many will point to Jackthreads and Thrillist, so here is the clipping from May 2010 for reference:
Thrillist has acquired Gilt Groupe-for-dudes site JackThreads. The deal moves Thrillist, the NYC-based email-newsletter-for-dudes startup, into the e-commerce market. Previously, Thrillist has generated revenue through ads and sponsorships in its emails and on its website.
Spooked by the perceived failures of the Jackthreads x Thrillist partnership, content and commerce was dead on arrival as a revenue strategy for quite some time. But if you dug into the venture’s number, Jason Ross’s eCommerce company did quite well after being absorbed by Thrillist.
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