Revitalizing Success: How Lifestyle Brand Man of Many Is Overcoming Declining Google Traffic

Australian men’s lifestyle publisher Man of Many recently launched new features, including a registration wall and various podcasts, to adapt to a drop in Google traffic. Founded in 2012, the site claims to reach over two million readers each month but is shifting its focus away from “SEO-first” articles to foster closer connections with its audience.

Co-founder Scott Purcell noted that the registration wall has been a hit, with around 130,000 users signing up in just a few weeks. Initially, readers can access three articles per week before needing to register. This change comes as Google’s updates penalize sites that prioritize SEO over user engagement.

With this new “2.0” approach, Man of Many aims for a more personal relationship with its readers, relying less on third-party traffic sources. The site plans to launch eight newsletters covering topics like cars, tech, and fashion, offering tailored content to its audience. This personalization could also help them build a more accurate profile of their readers for future outreach.

Content is moving to multiple formats, including video on platforms like YouTube. Notably, in June 2025, Man of Many surged ahead of other Australian media brands with 551,000 views, eclipsing competitors such as GQ Australia and Mamamia. This multimedia approach aims to diversify how readers engage with content.

Podcasting is another area of growth, with a new network set to debut shows like the “Five Minute Finds” series, which shares quick insights and product recommendations. Purcell is enthusiastic about the potential of this space, especially because he believes it’s underexplored in Australia.

Currently, about 70-80% of Man of Many’s revenue comes from branded content, but they’re increasingly eyeing reader contributions as a significant income source. The team is considering a model similar to The Guardian, which successfully leverages reader support without resorting to intrusive methods like mandatory video views.

The publication also aims to introduce paid membership options in the future, offering perks such as early access and exclusive events. Purcell emphasizes doing this in a way that enriches the reader experience while remaining non-intrusive.

By combining fresh strategies with engaging content, Man of Many is adapting to the changing landscape of online publishing, focusing on building a community where readers feel valued.

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