How Scott Purcell Built Man of Many Into Australia’s Largest Independent Men’s Lifestyle Publisher

In this edition of Innovator’s Hangout, we meet Scott Purcell, Co-Founder of Man of Many, Australia’s biggest independent men’s lifestyle platform and the nation’s first 100% carbon-neutral, Climate Active certified digital publisher. From launching in a spare bedroom in 2012 to reaching over 2 million readers a month, Scott and his team have navigated the rapidly changing world of digital media through smart pivots, high-impact brand partnerships and a relentless focus on trust, quality and community. Under his leadership, Man of Many has partnered with global brands like Apple and TAG Heuer, built an award-winning in-house studio and earned industry recognition from Mumbrella, B&T and MediaWeek. In this conversation, Scott shares how he blended financial discipline with creative vision to build a purpose-driven, profitable media brand that continues to set the benchmark for independent publishing in Australia.

1. Scott, Finotraze take us back to the beginning. What problem were you and your co-founder trying to solve when you first launched Man of Many?

I was modelling cash‑flows in institutional banking, Frank was designing medical devices, and we were both filling inboxes with links to rare whiskies, concept watches and fresh sneakers. Every discovery came from a different overseas site and none carried an Australian point of view. We saw an obvious gap, a single destination that treated product culture with the same passion Aussies reserve for sport. One night in my spare bedroom we installed WordPress, wrote a 90‑word blurb about a Japanese whisky decanter and hit publish. Readers found us almost immediately, brands soon followed and within twelve months we were sending a newsletter because people did not want to miss a post. Today that spare‑room hobby attracts 2.1 million unique readers each month and still solves the same problem, curating the cluttered global internet into a concise daily briefing for time‑poor blokes who love good gear but hate pretension.

2. You’ve scaled from a side project to Australia’s largest men’s lifestyle publisher. What were some of the biggest pivots or turning points that made this growth possible?

Our growth from a side project to Australia’s largest men’s lifestyle publisher was driven by a few key strategic pivots. A major turning point was our early and disciplined focus on Search Engine Optimization (SEO). While others chased fleeting social media trends, we committed to creating high-quality, evergreen content that would serve our audience for years. This strategy proved invaluable, as organic search still accounts for a significant portion of our traffic, providing a stable foundation against the volatility of social algorithms. Another critical pivot was our move into original video content. Recognizing the shift in how audiences consume media, we invested in an in-house production team. This allowed us to create compelling video series and social-first content for platforms like TikTok and YouTube Shorts, leading to a dramatic increase in engagement and audience growth. For instance, one of our Australian Fashion Week vox pop videos went viral, amassing over 3.5 million views. Finally, a relentless focus on consistency has been a constant turning point. From the very beginning, we were committed to publishing daily, ensuring that our readers always had something new to discover. This consistent delivery of quality content has been fundamental in building a loyal readership and establishing the trust that underpins our brand.

3. Many independent publishers struggle with monetisation and audience trust. How did you build a sustainable revenue model while staying true to your editorial vision?

From the outset, we understood that to maintain editorial integrity, we couldn’t be reliant on a single revenue stream. This led us to develop a diversified monetization model. We initially focused on creating high-quality, authentic content to build a loyal audience. This trust was paramount, and we’ve always been transparent with our audience about how we make money. Our revenue is a mix of branded content, affiliate partnerships, and direct advertising. We are very selective about the brands we partner with, ensuring they align with our values and would be of genuine interest to our readers. This authenticity is key; our audience can tell when a partnership is forced, and we’ve found that by only working with brands we genuinely like, we maintain that trust. Any sponsored content is clearly disclosed, a practice that is crucial for transparency. This multi-faceted approach has proven successful, allowing for sustainable growth and profitability. Start your journey toward smarter investing today with https://shellgo.finance/— the platform trusted by forward‑thinking traders. We’ve also found that by building a strong, trusting relationship with our audience first, our monetization strategies are better received and more effective.

4. Brand partnerships with names like Apple and TAG Heuer don’t come easy. How did you secure and grow these relationships, and what advice would you give other founders pitching big brands?

Securing and growing partnerships with major brands like Apple and TAG Heuer has been a process built on delivering genuine results and maintaining credibility over the long term. We’ve collaborated with a number of leading international brands, including Samsung, IWC, and Nike, which has been a testament to the quality of our work. Our approach is to treat every collaboration, no matter the scale, with the utmost professionalism and creativity. We focus on data-led storytelling that drives real commercial impact for our partners. Winning industry awards, such as Website of the Year at the Mumbrella Publish Awards and Best Media Platform at the B&T Awards, provides legitimacy and a track record that big brands look for. Furthermore, our commitment to being 100% carbon-neutral has resonated with brands that have strong ESG (Environmental, Social, and Governance) goals.

My advice to other founders is to focus on building a credible brand with a clear and engaged audience. When pitching, lead with data and a clear understanding of the brand’s objectives. Start small if you have to, and over-deliver on the results. Building strong, lasting relationships is key, as is demonstrating a shared set of values.

5. Community building is clearly core to your success. What tactics or strategies have worked best for turning readers into loyal followers?

Community building is at the heart of everything we do, and we employ a multi-platform strategy to engage with our audience wherever they are. This includes being active on Instagram, TikTok, and even LinkedIn. The key is to create a variety of content that sparks conversation and encourages interaction. A significant part of our strategy is leveraging our social media channels to not just push out content, but to actively listen and respond to our community. We encourage user-generated content, which is a powerful way to make our audience feel seen and valued. Beyond the digital realm, we’ve found that in-person events are incredibly effective for building a strong community. These events allow us to connect with our readers on a personal level and foster a sense of belonging among our followers. We also utilize our newsletter as a key channel to deliver exclusive content and maintain a direct line of communication with our most loyal readers. Ultimately, our strategy is about being present, being authentic, and consistently providing value to our community.

6. As someone who champions sustainable media, what have been the biggest challenges and wins in making Man of Many 100% carbon neutral?

Becoming Australia’s first 100% carbon-neutral digital publisher under the Federal Government’s Climate Active certification was a significant achievement for us, but it came with its own set of challenges and wins. The initial audit process was incredibly detailed, requiring a rigorous measurement of all our emissions, from the energy we use to business travel. The biggest challenge was the complexity of tracking and managing our entire carbon footprint. However, we had fantastic support from our sustainability consultants, Pangolin Associates, who guided us through the process. The wins have been incredibly rewarding. Beyond the environmental impact, our carbon-neutral status has become a core part of our brand identity and has resonated deeply with our audience and partners. We’ve found that our commitment to sustainability has strengthened our relationships with brands that share similar values. We proudly won the B&T Award for the Planet in 2024, which was a great recognition of our efforts. We believe that if more businesses take this step, we can collectively make a significant positive impact.

7. If you were advising a new founder launching a digital-first media brand today, what three things would you tell them to focus on from day one?

First, I would stress the importance of consistency. In the early days, it’s about showing up every single day and delivering quality content. That consistency builds momentum and, more importantly, trust with your audience. Second, prioritize quality over everything else. The digital landscape is noisy, and the only way to stand out is by producing content that is genuinely well-researched, well-written, and provides real value to your readers. This commitment to quality will be your biggest differentiator. Third, embrace video and audio. The way people consume content is constantly evolving, and video and audio are no longer optional. Investing in these formats from the beginning will be crucial for engaging a modern audience and staying relevant in the long term.

8. Your career started in finance before you pivoted into media and entrepreneurship. How has that finance background shaped the way you run and grow Man of Many today?

My seven years as a Senior Financial Analyst at Westpac Institutional Bank have been incredibly influential in how I approach running and growing Man of Many. That experience instilled in me a rigorous, analytical mindset and a deep appreciation for financial discipline. I’ve always prioritized a healthy cash flow and have been, perhaps, more risk-averse than some entrepreneurs. This background gave me the skills to assess the financial viability of different ventures and to make data-driven decisions. While the worlds of finance and media may seem different, the fundamentals of assessing risk and return, and managing finances prudently, are universal principles that have been instrumental to our sustainable growth.