Lifestyle publication Man of Many launches ecommerce platform

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 5 May 2021

Lifestyle publication Man of Many has launched its own ecommerce platform, offering a collection of local and global niche brands for readers.

The store provides readers with a guided path to purchase, highlighted by access to discounts, global shipping and growing catalogue of over 20 brands already stocked. In line with the publication’s editorial arm, the store features male-focused products across fashion, grooming, fitness and technology verticals all curated by Man of Many’s in-house team.

“Our publication has a strong product focus and our audience comes to Man of Many for guidance on what to buy,” says Man of Many cofounder Frank Arthur.

“It simply made sense for us to create our own ecommerce platform, one that gives our audience direct access to purchase a selection of the products we cover and brands we feature.”

Man of Many has been growing its audience recently, overtaking News Corp’s subscriber-supported GQ last year. Man of Many now reaches 502,535 unique readers, according to Nielsen’s latest Digital Media Ratings in March 2021.

Having an ecommerce platform will provide the publication with an additional revenue stream, with cofounder Scott Purcell previously speaking out against the news media bargaining code and warning it could entrench the dominance of larger media companies.

The new ecommerce site is housed within the Man of Many digital architecture and links directly with the editorial arm, allowing readers to discover and browse articles on their favourite products, make a purchase through the online store and pay without leaving the integrated site.

“The ability to read about a product and then seamlessly pass through the buying process is a huge benefit for our audience,” Arthur says.

“We’ve always been a publication that hinges on innovation and having a market-leading global solution like this takes our digital presence to the next level.”

Man of Many plans to release new products every month, as well as exclusive releases, product collaborations and a dedicated Man of Many label.

“Not only do we continue to grow as a publication, we now have the mechanisms and processes in place to build out our future as a lifestyle brand,” Arthur says.

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