Although e-mail will always be Thrillist’s first love, the e-newsletter company is bringing its city-specific eating, drinking and shopping guide to the iPhone in the form of a free app. Today’s launch, which is tied to 14 of its 16 location-driven e-newsletters, represents the New York-based company’s first big foray into mobile. In an interview with paidContent, CEO and co-founder Ben Lerer said that Thrillist’s app extension will ultimately influence deeper thinking about how it uses the websites to showcase its content. The Thrillist sites have mostly served as a repository of the listings from the e-mails and not a destination in its own right. In particular, the app’s heavy use of video, a weekly feature in the e-newsletters, has provided some thoughts about what Thrillist.com can do going forward.
Like a lot of local guides, the free Thrillist app is grounded by a city grid that pinpoints your location after logging in and finds the nearest listings by food, drinking and shopping. Icons — knife and fork, tumbler and t-shirt — appear on the map and offer snippets of text from the recommendations when highlighted. If one is clicked, the review opens full screen with images and in some instances, video. Logged-in Thrillist users can also save articles to