Men’s lifestyle portal AskMen.com has seen a 57% increase in Australian users following a push to localise content to better suit Australian readers. Launched in Australia in January 2009, AskMen.com is a Canadian based lifestyle website targeting males aged 18-49.
The Australian editorial team localise all content featured on AskMen and more specifically have made changes to better reflect Australian preferences for holidays, entertainment, lifestyle and dating.
AskMen recorded 228,546 Australian users in January 2010, compared to 148,000 at its Australian launch in January 2009. The latest figures from Hitwise show Askmen pipping rival sites with support of hard copy magazines such as Ralph, FHM and Mens health.
Sales Director, Australia and New Zealand, Andrew Cordwell commented; “AskMen’s growth is in stark contrast to the overall men’s magazine title sector, which has become increasingly cluttered and witnessed steady circulation decline. AskMen targets men 18-49 and offers marketers a unique format, an increasing user base and the creative scope to really interact with the audience”
