As mentioned in last week's speaker event, UrbanDaddy is Thrillist's direct competitior and it looks like they've just made their next move by relaunching its Perks program, which offers deals to its readers to restaurants, shows, and clothing stores. The program is to be sponsored by Heineken, who is taking over the site with its ads like a bad disease. Urbandaddy also started a Black List, which offers deals to only a selective number of readers, to maintain the exclusivity of its marketing strategy.
A few years ago, I stumbled upon UrbanDaddy when a female friend forwarded me the link to subscribe and I had been an avid reader until one day I decided all these e-mail subscriptions were overkill and took myself off every mailing list that I've ever subscribed to. However, that's not to say that I still don't check out the site occasionally when I'm looking for that new restaurant to try or just in need of some fresh entertainment ideas.
UrbanDaddy's Perks program and Thrillist's entrance into e-commerce could be the strategies to acquiring and retaining more subscribers and perhaps promote reader engagement. Which move will prove to be more successful? I think it really depends on how well each company executes their new initiatives. Urbandaddy definitely flopped the first time around with very limited deal offerings, but maybe they'll get it right the second time.
Article link: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=128748
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