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AskMen: ‘Become A Better Man’

Leading men’s lifestyle web site AskMen received a makeover this week, the first step in creating what co-founder and general manager Ricardo Poupada hopes will be a “unique guy experience” and a better site for both readers and advertisers.

AskMen’s new tag line ‘Become A Better Man’ borrows heavily from the popular ‘Better Man’ feature, which the site runs on an annual basis. “We are about helping guys become better men,” said Poupada. Whether it’s striving to become a better father, a better partner, or a better colleague, AskMen’s new look and editorial direction will all be centered around this common theme.

The makeover was inspired by AskMen's 2010 Great Male Survey, which found that two-thirds of men felt that the way the majority of the media portrays today’s complex modern man misses the mark. “There has been a disconnect between male publications and the reality of what it's like to be a man today," Poupada said. The study concluded that men want to embrace new rules and more chivalrous behavior.

In addition to the new focus, AskMen is unveiling a simplified home page layout, and new tools for social engagement and exploration. They include a new Foursquare “Better Man Badge”, which is designed to expose guys to local activities and events.

As part of the redesign, AskMen's new channel content – Grooming, Fashion, Health & Sports, Dating, etc. – will be grouped under three broader headings entitled “Look Better”, “Live Better”, and “Know Better”.

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 integration.

By far the biggest men's lifestyle brand online, AskMen claims to attract 15 million visitors a month worldwide. It was acquired by gaming network IGN for $13.5 million in 2005 and later became part of News Corp.

Is today's "complex modern man" misunderstood? Can a web site like AskMen help men to "become better?" Share your thoughts with The Online Mom!

Comment by Lauren Wagner, posted 12/10/2010, 11:00 AM:

What's there to misunderstand? Men haven't changed over the course of time. They want (and this is in no particular order, it changes depending on the circumstances of e day) Food, Sex, and Sports. With these 3 things they will be eternally happy!
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