Gian Reyes launched Wayward Son in August, an Australian men’s lifestyle blog. Reyes started the blog after noticing a gap in the market for Australian men.
Wayward Son is targeted towards upwardly mobile men aged 25-35 and by the end of September has reached 98,000 views (71,000 UPV).
“We’re the forgotten demographic, we’re not all about T&A and we’re certainly not driving around in Lamborghini’s wearing Tom Ford suits. There was no lifestyle media product that appealed to me, I’m an ambitious young man but I still can’t afford all the fancy things in the glossy magazines and I certainly want a little bit more substance than just looking at girls in bikinis,” remarked Reyes.
Reyes credits the success of the blog to a few things: Social media which 80% of his traffic came from, interviewing influencers and good old fashioned cold calling. Reyes recalls calling every PR representative he knew, messaging everyone twitter who may be doing something interesting, he interviewed influential people, and just old fashioned shaking hands.
“I’m quite proud that we reached this milestone and there were a few rocky moments like having to change hosting providers twice to handle the traffic. It all sort of just happened. I’m hoping to keep providing engaging content that my demographic are interested in, less of a news site but more of a real life stories blog. I won’t ever be writing about things that’s just too unaffordable, too aspirational, we’ll always be about attainable luxuries,” added Reyes.
Reyes is still continuously tweaking and changing his content, he’s become a little obsessed with analytics and trying to figure out who his readers are and what they want. He’s found that his users are more engaged in integrated content, a recent article he wrote about camping which featured a Ford vehicle got 17,000+ views in a week whilst a traditional product review would be closer to 2,000.
Wayward Son is an Australian men’s lifestyle blog for upwardly mobile men aged 25-35 covering topics like fashion, bars, restaurants, health, travel, entertainment and inspirational people.
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]