Bauer Media has today launched an online presence for Men’s Style magazine, completing the brand’s multi-platform offering to sit alongside the quarterly print edit.
Supported by partners Ben Sherman, Cartier and Henkell, the total brand now encompasses the mag, fortnightly eDM, a stronger presence on social media and its Men of Influence and Men of Style events.
Mensstyle.com.au will present curated content which reflects the key pillars of fashion, watches, fragrances and grooming, motoring, events, lifestyle and more. Exclusive video are also included in the line-up.
“To launch a website in 2016 is not the most innovative thing to do and we’re aware of that,” Men’s Style publisher Cornelia Schulze admitted, describing the look and feel as “clean and classy”.
“It’s also not just a copy of the magazine,” she told B&T. “We’re not just taking magazine copy and putting it online… It’s very much on the spectrum of Men’s Style.”
“Men are time poor, they don’t want fluff, they want targeted content, and that’s one of the reasons why we started our newsletter.”
“Our social reach has grown dramatically over the past twelve months, so adding another stylish, but focused digital offering was a logical next step. Market feedback has been excellent and we are very happy to launch this site with the support of a range of outstanding brand partners.”
Men’s Style editor Michael Pickering added, “The launch of mensstyle.com.au completes the 360-degree picture for the title and allows us to keep our audience more regularly updated on the things they already love the magazine for – our considered edit for their stylish modern lifestyle – as well as offering different and exclusive content that complements the print title.”
“Men’s Style has undergone a significant transformation in 2015, not only in digital but in print as well,” Schulze added.
One of these things, she said, was the switch to the male model cover, which has helped to “change perceptions” of the publication in a big way.
“It was the sophisticated cover it deserves and the sophisticated cover it needs to have,” she said.
“It’s definitely a brand we’re expanding further.”
The launch of mensstyle.com.au coincides with the Autumn edition of Men’s Style which goes on sale today.