“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
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.