F.Y.I.

Man of Many deploys user sign-in system and eight new newsletters

July 24, 2025 10:08

Man of Many has introduced a new user sign-in experience and newsletter verticals as part “of its ‘Man of Many 2.0’ strategy”.

The announcement:

Man of Many, Australia’s largest men’s lifestyle publication, today announced the launch of a comprehensive user sign-in system and eight new niche newsletter verticals. The move is a core pillar of its “Man of Many 2.0” strategy, a forward-looking roadmap designed to lead the industry in the new era of digital media defined by AI and first-party data.

These new features underscore our long-standing focus on building a loyal, authenticated community. In a landscape where it is now critical for publishers to own their audience relationship, this move establishes a robust first-party data asset that offers deeper value to both our readers and commercial partners alike.

“The digital media playbook is being completely rewritten. The rise of generative AI and zero-click search means publishers must rapidly shift from optimising for rank to building genuine influence and owning their audience relationships,” said Scott Purcell, co-founder of Man of Many. “This platform overhaul is our answer to that challenge. We’re moving beyond rented audiences on search and social to build direct, lasting connections with our community. In this new era, loyalty is the new scale, and first-party data is the most valuable asset.”

The new user sign-in system offers a seamless, one-click sign-on experience, allowing readers to create a personal profile using Google SSO, Apple, or traditional email authentication. Logged-in members benefit from a suite of new features, including:

Personalised Profiles: A central hub for users to manage their preferences and newsletters.

Bookmarking: The ability to save articles and products to a favourites list for later reading.

Identity-Based Commenting: Fostering a more accountable and engaging community.

Smart Registration Wall: A metering system that encourages loyal readers to sign up without a hard paywall, converting engaged users into authenticated members.

AI-Powered Comment Moderation: Ensuring a safe and constructive community environment through Google Gemini’s Vertex AI.

AI-Driven Content Recommendations: Delivering a more personalised experience by surfacing content tailored to individual reader interests, powered by Google Gemini’s Vertex AI.

This strategic pivot is underpinned by a sophisticated, privacy-first data strategy. Man of Many has integrated Captify’s search-powered contextual engine into its first-party audience stack and is launching partnerships with identity leaders LiveRamp (RampID) and The Trade Desk (UID2). This will enable privacy-safe, cookieless targeting for programmatic advertising partners, delivering higher precision and greater campaign effectiveness.

Coinciding with the user sign-in launch, Man of Many has rolled out eight new specialised newsletter verticals to cater to the diverse interests of its audience:

The Rev Up (Automotive)

The Wind Up (Watches)

Hands-On (Technology)

The Binge List (Entertainment)

Gains (Health & Fitness)

A Dram Good Time (Drinks & Whisky)

The Dress Code (Fashion & Style)

Compass (Lifestyle & Travel)

These newsletters will provide readers with curated content in their favourite categories and serve as a key distribution channel for the brand’s next major initiative: the Man of Many Podcast Network.

“Our investment in video has already established us as the number one lifestyle publisher on YouTube in Australia, consistently outperforming legacy media brands with over 551,000 views in the last 28 days alone. The launch of our podcast network is the natural evolution of this success,” said Frank Arthur, co-founder of Man of Many. “We’re not just moving into audio; we’re creating a fully integrated content ecosystem. The new user sign-ins and newsletter verticals will allow us to connect with our audience on a deeper level, creating a powerful feedback loop that enhances our content across all platforms, from written articles to our upcoming vodcasts.”

Man of Many is entering the podcasting arena with a focus on expertise, insight, and hard-earned credibility, cutting through the noise with conversations that matter. The network will debut with a slate of shows, including the upcoming series Five Minute Finds. Described as a weekly podcast for people who value their time, each episode will deliver one headline, one cultural shift, one wildcard, and one product the team genuinely recommends.

While the current user sign-in is free, Man of Many has confirmed that it is building the framework for a future paid membership offering. Subscribers would gain access to exclusive benefits, including member-only content, partner discounts, and invitations to exclusive reader events.