‘We’re excited to bring new opportunities for brands’: Man of Many unveils new offerings at 2025 Upfront
Man of Many is in for a big 2025, with a website relaunch, ventures into audio, new paywall system for exclusive content and perks, and expanded video content.
At its inaugural Upfront on Tuesday afternoon, the men’s lifestyle publication unveiled a suite of plans and offerings for the new year, aimed to deepen connections with audiences and deliver measurable outcomes for brands.
Themed ‘Momentum’, the event revealed several key initiatives.
“Momentum is about moving forward with purpose, and this year’s Upfront was a chance to share our commitment to helping partners succeed in 2025,” said Frank Arthur, co-founder of the publication.
“From our expanded video series lineup to quarterly digital editions, we’re excited to bring new opportunities for brands to connect meaningfully with our audience.”
Set to go live before the new year, Man of Many’s website relaunch marks its “most transformative update yet”, designed to greatly enhance the user experience and increase brand impact.
Reflecting the ‘Momentum’ theme, the relaunch will feature a number of UX and UI improvements to streamline content discovery, increase audience retention, and optimise ad viewability. It is described to give brands more targeted, effective campaigns through enhanced ad formats, custom content options, and richer first-party data. Building on the website’s new capabilities, Man of Many has launched a suite of advanced digital and social advertising tools, including high-impact ad formats and targeting capabilities.
Also as part of the upcoming site redesign, a new on-site Video Hub will launch, which will house Man of Many’s original video series line-up for the new year. Including brand partnership opportunities across health, luxury, and automotive, the new video series will sit in addition to the publication’s existing YouTube and social accounts.
The publication will introduce a new user sign-in and membership system for the website in 2025, designed to capture “valuable data” and grow engagement. Users will be able to log in via social media accounts or email, which will provide access to personalised profiles, unlocking “premium” content and exclusive features. The Premium Membership program will offer subscribers member-only events and perks, aiming to build deeper brand loyalty.
Man of Many will make the venture into audio in 2025, with the launch of its first podcast series. The new format is said to offer engaging content that aligns with its core lifestyle themes.
Now with a complete suite of in-house production capabilities, Man of Many’s branded content services will expand further in 2025, covering live campaign reporting, video production, photography, and more. It will combine creative strategy with high-quality content execution to create memorable campaigns across digital, social, and physical channels.
The publication will also aim to strengthen its e-commerce capabilities next year with new integrations, including a new affiliate and deals newsletter which will feature exclusive discounts, product highlights, and curated shopping content, leveraging its expertise in consumer trends to drive high conversion rates for retail partners. And following the success of its 2024 Digital Editions, the publication will bring the quarterly offering back in 2025, with each edition set to dive deep into major cultural themes.
Also coming next year, Man of Many will implement advanced first-party data strategies, integrating platforms including LiveRamp and ID5 with its own data to enable precise audience targeting. This will complement the publication’s utilisation of privacy-first technologies including Google’s Confidential Matching and Trusted Execution Environments (TEEs).
It will also launch self-booking platforms for display ads in partnership with Placements.io, along with live reporting dashboards for clients. These tools will simplify the ad buying process and deliver real-time performance insights.
And finally, building on this year’s Sydney Whisky Month and Digital Editions launch events, Man of Many will also expand its experiential marketing options, providing immersive, in-person brand activations throughout 2025.
Scott Purcell, co-founder of Man of Many, concluded: “As we grow, we remain focused on creating engaging, high-impact content and solutions that reflect the interests and values of our audience.
“This year’s Upfront highlights our commitment to driving amazing results for our partners while delivering an enriched experience for our readers.”
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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