At a time when men define themselves by their phones as much as they do their cars, Thrillist Media Group sees an opening for a new Web publication to help young guys shop for tech. Launching on Oct. 23, Supercompressor will take a broader lifestyle approach; it’s not for guys looking to tear apart their motherboards. “This is not Engadget and Gizmodo,” explained Thrillist CEO Ben Lerer. “This is lifestyle tech; gear and gadgets.”
Lerer added that Supercompressor is closer in spirit to magazines of the early aughts like Cargo and Sync. Like Thrillist, which is laser focused on helping urban guys find cool places to eat and drink, Supercompressor will zero in on what Lerer calls “deliberate discovery” content—i.e., service articles geared for guys looking to make purchases, whether it’s the latest iPhone or digitally forward car. The company took a similar approach to the recent launch of Crosby Press, a publication focused on the intersection of music, fashion and commerce.
Sounds like a good plan, per Adam Shlachter, svp of media at DigitasLBi. “Tech has become a vertical akin to lifestyle or pop culture,” he said. “Thrillist has a unique relationship with its readers and a big opportunity to keep them more engaged. But having a distinct voice is more important than ever.”
Microsoft’s Surface has signed on as Supercompressor’s launch sponsor. Lerer said the company plans to leverage Thrillist’s robust email database of 2.5 million subscribers to cross-promote the new site.