AskMen

AskMen. An online publication and digital media brand originally founded as a men's lifestyle magazine, offering editorial content focused on fashion, grooming, health, relationships, and entertainment. It was established in 1999 by brothers Ric and Chris Poupis in Montreal, quickly becoming a prominent destination for advice and cultural commentary aimed at a male audience. Over its history, the site has evolved through various ownership structures and editorial directions while maintaining its core focus on men's interests.

History

The site was launched in 1999 by Canadian entrepreneurs Ric Poupis and Chris Poupis, operating initially from Montreal. It grew rapidly during the early 2000s, capitalizing on the expanding digital media landscape. In 2005, the brand was acquired by the media conglomerate Fox Interactive Media, a division of News Corp, which significantly expanded its reach and resources. Following a series of corporate divestments, the property was later purchased by IGN Entertainment, itself a subsidiary of Ziff Davis. This period saw the site integrate with other properties under the IGN umbrella, such as AskMen UK, before consolidating its operations. Key editorial figures like James Bassil served as editor-in-chief, guiding its voice during its peak popularity in the late 2000s and early 2010s.

Content and features

Editorial offerings traditionally spanned several core verticals including fashion advice, grooming tips, health and fitness guidance, relationship counsel, and coverage of entertainment such as film and music. A hallmark feature was its annual "Top 99" lists, which ranked women from various fields like Hollywood, sports, and music, often generating significant traffic. Other regular franchises included "Grooming Awards" and "Best Of" guides for products like suits, watches, and spirits. The site also published long-form articles, how-to guides, and opinion pieces, with contributions from a network of freelance writers and experts. Its content style often mirrored that of traditional men's magazines like GQ and Esquire, but adapted for a digital native audience.

Reception and impact

At its zenith, the publication was frequently ranked among the most visited men's lifestyle destinations on the internet, attracting millions of unique visitors monthly and receiving coverage in mainstream outlets like Forbes and The New York Times. Its lists, particularly the "Top 99", became cultural talking points and were often cited by other media organizations. The site was recognized with several industry awards, including Webby Awards honors, for its design and content. It played a notable role in defining the early 2000s digital men's interest space, alongside competitors like The Art of Manliness and Thrillist, influencing a generation of online men's media. Its archives serve as a digital time capsule of early-21st-century male consumer and cultural trends.

Business model and ownership

Originally bootstrapped by its founders, its primary revenue streams have included display advertising, native advertising, affiliate marketing links, and sponsored content partnerships with brands in sectors like automotive, fashion, and technology. Following its acquisition by Fox Interactive Media, it benefited from the sales infrastructure of its parent company. The subsequent purchase by IGN Entertainment and consolidation under Ziff Davis integrated it into a larger portfolio of digital brands, which includes Mashable and PC Magazine. This corporate structure allowed for shared resources and cross-promotion, though the site's editorial output was gradually scaled back in the late 2010s in favor of more affiliate-driven content.

Criticism and controversies

The platform faced consistent criticism, particularly for its "Top 99 Women" list, which was decried by commentators and groups like the National Organization for Women for objectifying women and reducing them to physical appearance rankings. Its editorial stance and some advice columns were periodically accused of perpetuating stereotypical or outdated views on masculinity and gender roles. Following the rise of the Me Too movement and increased scrutiny on media representation, the brand's content and tone were reassessed, leading to the discontinuation of its most controversial franchises. These critiques reflected broader societal debates about the role of men's media in the digital age and its responsibility in shaping attitudes.

Category:Men's magazines Category:Online magazines Category:Websites established in 1999 Category:Ziff Davis