To more effectively connect with readers and advertisers, AskMen on Tuesday is expected to debut a new site design and brand mantra. The message? Let us help you "Become a Better Man" -- or better brand marketer.
According to AskMen co-founder and General Manager Ricardo Poupada, the new site and message marks the first step in curating a unique "guy" experience, and creating a better site for men.
"There has been a disconnect between male publications and the reality of what it's like to be a man today," Poupada said.
With the repositioning, Poupada is also hoping to give advertisers a clearer idea what the AskMen brand stands for. "We're about helping guys become better men, and now brands can be a part of that effort."
By far the biggest men's lifestyle brand online, the News Corp.-owned site claims to presently attract about 16 million visitors worldwide.
Stemming from the popularity of the site's annual "Better Man" feature, the new site direction will treat guys seeking to not only better themselves, but those around them -- whether it be as better fathers, partners, or colleagues -- to a stronger editorial voice all centered around this common goal.
The new direction was also inspired by AskMen's 2010 Great Male Survey, which found that two-thirds of men felt that their portrayal in most media misses the mark on today's complex modern man. "Men want to embrace new rules, chivalry," the study concluded.
In addition to the new focus, AskMen is unveiling a simplified home page layout, and new tools for engagement and exploration across templates, including a new Foursquare "Better Man" Badge, designed to expose guys to local activities and events.
Also new is a "Daily Brief" feature, which is part of AskMen's movement toward curating content, and a new "First Impressions" comment box to encourage immediate reader engagement and sharing across social media channels.
As part of the redesign, AskMen's new "channel content" -- Grooming, Fashion, Finance, Dating, etc. -- will be more easily discovered on the revamped site for easy access by guys looking for tips.
The second phase of AskMen's re-launch will roll out in 2011, and will include enhanced localized content, revamped video technology, and deeper social media integrations.
In June 2005, AskMen.com was acquired by gaming network IGN for $13.5 million, which was soon after acquired by News Corp. in September 2005 for $650 million.