Val Morgan expands publishing stable with Thrillist

Val Morgan Digital (VMD) has added another title to its digital publishing offering, with Gen Z food, drink and travel brand Thrillist.

The title comes on board as a result of a new partnership with US company Group Nine Media, and VMD will launch the Australian edition of Thrillist in the new year.

VMD will launch Thrillist in Australia in 2021

Thrillist was founded in New York in 2004, and joins entertainment news sites Fandom and The Latch within the VMD stable.

The title has an established Australian audience of 458,000 monthly unique reach so far.

Thrillist chief content officer Meghan Kirsch said the publication is confident that Australian readers will see value in the content it will provide.

“Over the last 15 years, Thrillist has solidified its reputation as the go-to resource for the adventurous looking to experience the best local destinations including must-try culinary and drink hotspots in cities across the world,” Kirsch said.

“We’re excited to partner with Val Morgan as we make our first international expansion in recent years to Australia. We’re confident that both Australian consumers and brand partners will see real value in the breadth of our coverage down under.”

VMD managing director Brian Florido

VMD executive editor Amanda Bardas will continue to oversee all editorial coverage and brand extensions within the expanded business offering.

“Bringing Thrillist into the content mix is a natural next step in delivering on VMD’s mission to entertain and inform, by igniting important conversations across different mediums, platforms and screens. It’s an exciting time, as we continue to grow our audiences across entertainment and lifestyle,” she said.

Managing director Brian Florido said VMD pans to integreate Thrillist into the “fabric” of Australian culture.

“The launch of Thrillist Australia continues our pioneering position in market to close the loop between our cinema and outdoor network with content that encourages people to try something new, do something or go somewhere.

“We will integrate Thrillist into the fabric of Australian culture, by partnering with local people, cities, businesses and initiatives. Keep an eye out for first-to-market initiatives Thrillist Serves and Ghost Kitchen that support local small businesses and experiences in 2021.”

Last month VMD expanded its team with four new hires, to reflect advertisers’ increased demand for its unique digital offering.

Former lifestyle editor at 10 Daily, Valentina Todoroska, has since been appointed acting editor for The Latch while managing editor Amanda Bardas takes maternity leave.


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