“A Year Of Contrast!” Man Of Many’s Scott Purcell And Frank Arthur On 2021
It has been a complex year for publishers trying to navigate how to connect with audiences who are battling lockdowns. Man Of Many founders, Frank Arthur and Scott Purcell are sharing with B&T what they have learned during 2021.
Man Of Many is a publication aimed at connecting with men. The publication’s main audience is primarily metropolitan males aged 25-44, with high disposable incomes.
Man Of Many strives to offer aspirational insights on luxury, high-end products and experiences. But the goal is always to do so without elitism. They want the publication to be both accessible and desirable.
Of course, this year the lockdowns lasted the longest in our metropolitan areas. This led to the creators at Man Of Many working from home and finding new ways to connect with their audiences who were also likely experiencing a shift in routines.
Co-founder, Scott Purcell, said: “It’s been a year of great contrast for us. We achieved a lot in 2021 in terms of growth and industry recognition but despite learning a lot from 2020 on how to handle the pandemic restrictions and working from home, I think we found the impacts from COVID in 2021 to be a lot more challenging both personally and as a publisher.
“This was also from a team perspective and in terms of the impacts on our local traffic when particular cities or regions went into lockdown.
“Luckily as a purely digital publisher, we had systems in place to be able to work flexibly and we also ensured all of our staff were fully set up to be able to work productively from home with proper monitors and equipment.
“We did, however, have some new starters in the team over that time and found it is a lot more challenging to build a strong team culture over Zoom.
“That’s why I think we have all enjoyed being back in the office so much, in being able to throw ideas around the table and easily have discussions amongst the team.
“In 2020, we saw a huge boost in traffic over the initial lockdowns as people were spending more time browsing for things to do online, but I think most people were fatigued by it all in 2021.
“Interestingly, we saw fluctuations in our lifestyle content in each of the cities as they went into lockdown but this has since bounced back strongly as people are returning back to normal life, entertainment and holidays.
“Through it all, we’ve tried to stay focused on what stories and topics would be of most interest to our audience over those times and also backed those decisions up with research, surveys and data. That’s where we can add real value for our readers.”
Of course after the initial shock of another prolonged lockdown, 2021 also allowed for the founders to take a comprehensive look at what they want Man Of Many to be. The publication really focused on shining a light on men’s mental health.
Man Of Many debuted its Mental Health Hub – which was largely put together by editor Nick Hall, who champions having frank and honest conversations about mental health between men and getting rid of the stigma surrounding men’s mental health issues.
Arthur told B&T: “As publishers, you can really get caught up in chasing growth, but we believe there is real merit in taking a step back to look at the bigger picture.
“If one person can take these strategies on board and learn from them, The Mental Health Hub has all been worth it.”
But, besides Man Of Many putting some good out into the world, it was also a year of learning and evolving.
Purcell told B&T, “A major strength we’ve displayed this year has been our branded content team’s ability to conceptualise and execute innovative, engaging content-led campaign ideas that deliver true value to our audience and clients alike.
“A stand out example of this is our recent partnership with The Balvenie whisky. The project dubbed ‘The Makers’, documents local creatives as they conceptualise, develop and craft a limited run of bespoke products inspired by the spirit of The Balvenie.
“The concept takes our audience beyond the surface, showing the value earned when creatives pour their heart and soul into what they do.”
However, amongst the wins, not everything went to plan. Arthur told B&T: “I think Facebook’s reaction to the News Media Bargaining Code in banning all news pages on its platform was a pretty big learning curve for us all as digital publishers, as it had broad-reaching implications for those who have been courted by and become reliant on the tech giants to generate traffic.
“While the decision was ultimately reversed, as a publisher, we have always focused on mitigating this risk or any reliance on any one platform by continuing to partner with a diverse range of tech platforms outside of just Apple, Google and Facebook, diversifying our sources of social traffic, as well as growing our ‘owned’ audience such as our email newsletter. “
“We also have plans to further diversify our multi-media content and revenue streams next year all of which I’m sure will be a steep learning curve for us with the launch of video series, podcasts, events, Man of Many merch and product collaborations including the launch of our very own single-malt whiskey in partnership with Westward Whiskey in early 2022. “
2021 also proved to be a huge year for the advertisers and brands that work with the mens’ publication. Arthur said: “Successful advertising relies on one thing, authenticity. For Man of Many, we’ve managed to embrace this through collaboration, both internally and with partners. Our branded content production arm works in unison with our editorial team to create holistic campaigns that are engaging, creative and most importantly, successful.
“More than simply offering access to our audience of loyal Aussies, our native content captures ideas and harbours connection, creating a unique outcome that generates conversation, drives organic traffic and creates authority in the market. We aim to do this across multiple touch-points with our audience including our website, newsletter, socials as well as through videos, in-person events and through product collaborations. This is why over 85% of our readers consider a product more favourably after reading about it on Man of Many.”
Still, despite the disruptions 2021 was a huge year for Man of Many and saw the publication continue to be a force to be reckoned with.
Purcell said: “As we’ve continued to bolster our sales team, we’ve had some pretty impressive revenue growth during 2021 which led us to be recognised in both the AFR Fast 100 List and SmartCompany’s Smart50 List for 2021, while our own Tim Fernandes won Salesperson of the Year in the Mumbrella Publish Awards, up against teams of 50-100 people.
“But perhaps what we’re most proud of was the recognition from the industry awards which were independently judged by our own peers and industry experts. Some highlights include winning Brand of the Year, Consumer Publication of the Year and Newsletter of the Year in the Mumbrella Publish Awards as well as Nick Hall winning Journalist of the Year in B&T’s Best of the Best Awards.”
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.