askmen.com

What askmen.com does

AskMen is a digital men's lifestyle media brand owned and operated by Ziff Davis Canada, Inc., a subsidiary of Ziff Davis, Inc. Founded in 1999 and headquartered in Montréal with operational presence in New York, the platform publishes editorial content across approximately ten lifestyle verticals including Dating, Sex, Grooming, Style, Fitness, Gear, Man Skills, Career & Money, Home & Auto, and Entertainment. The core product is the AskMen Editorial Content Platform (askmen.com), supplemented by recurring features such as the annual Grooming Awards, curated Reviews and Best-of buying guides, and a Deals aggregation section, all delivered through a web-based content management system with SEO-optimized article architecture.

The business model is a hybrid of display advertising, affiliate commerce, and a nascent subscription offering. Editorial content is free to readers, monetized through on-site display and native ads, while product review and buying guide articles embed commission-bearing affiliate links to Amazon, Wayfair, Overstock, RugsUSA, and other retailers. A subscription portal at subscribe.askmen.com provides a recurring revenue entry point, though pricing is not publicly disclosed. The site serves adult male consumers as a horizontal audience and operates across North America and Europe.

AskMen functions as one brand within Ziff Davis's broader digital media portfolio (which includes Mashable and PCMag), benefiting from shared corporate infrastructure, ad sales, and back-office functions. The brand is supported by five federally registered trademarks, an annual Grooming Awards franchise, and sustainability-focused partnerships with Terracycle and Loop. Leadership is led by Ric Poupada (Co-Founder / VP / GM of AskMen and IGN International) and Brad Taylor (Interim Director of Engineering), with a reported headcount of 1-10 dedicated to the AskMen brand unit.

Name

askmen.com

Legal name

Ziff Davis Canada, Inc.

Website

https://askmen.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

AskMen is a men's lifestyle digital media brand owned by Ziff Davis Canada, Inc., publishing editorial content across dating, grooming, fitness, style, and gear verticals. It monetizes through display advertising, affiliate commerce, and a subscription portal aimed at adult male readers globally.

Ownership category

akta.pro rank

Product category

Men's Lifestyle Digital Media

NAICS

Web Search Portals and All Other Information Services (51929)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Men’s Interest Magazines (MPAJAEAC)

Keywords

• Men's lifestyle content
• Digital media publishing
• Editorial content platform
• Product review articles
• Affiliate marketing content

Headquarters

HQ city

Montréal

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Advertising: Display advertising on website pages, including native content and banner advertisements. The site displays affiliate product links and earns commissions on qualifying purchases.
2. Affiliate Commerce: The site earns commissions through affiliate links to products on Amazon, Wayfair, and other e-commerce platforms when readers purchase recommended items through site links.
3. Subscription Services: The site offers subscription options through subscribe.askmen.com for premium content or services.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

AskMen operates a digital media publishing platform that produces and distributes men's lifestyle editorial content across multiple verticals including dating, sex, grooming, style, fitness, gear, career, and home & auto. The platform provides articles, buying guides, product reviews, and curated recommendations to adult male readers, monetized through display advertising and affiliate commerce partnerships with retailers such as Amazon and Wayfair.

Product overview

AskMen is a men's lifestyle digital media platform organized as a unified content publishing site with multiple editorial verticals. The core offering is the AskMen Editorial Content Platform, which provides articles, guides, and recommendations across lifestyle categories including News, Sex, Dating, Grooming, Style, Fitness, Gear, Man Skills, Home & Auto, Career & Money, and Entertainment. Supporting features include the AskMen Grooming Awards (annual product awards program), AskMen Reviews & Best-of Content (product recommendations and buying guides), AskMen Deals (discount aggregation), and the Ziff Davis Privacy Portal (privacy rights management). All content is published under the Ziff Davis Canada corporate umbrella.

Differentiator

Problem solved

Functional benefit

Products and services

• AskMen Editorial Content Platform
• AskMen Subscription Service

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor and core.

• TerracycleminorStrategic or Co-development PartnerAskMen uses Terracycle's recycling services at AskMen HQ for hard-to-recycle materials like chip bags and gum wrappers, supporting sustainability initiatives and environmental responsibility messaging in content about eco-friendly products.
• Loop (by Terracycle)minorStrategic or Co-development PartnerLoop is a Terracycle initiative that partners with major brands including Unilever and Kroger to offer products in fully recyclable packaging. AskMen mentions Loop in eco-friendly cleaning product content as a sustainable shopping alternative.
• AmazoncoreChannel Partner/ Reseller/ DistributorAskMen features extensive affiliate product links to Amazon across reviews and buying guides. Products recommended include power tools, work gloves, tool backpacks, home improvement items, and various men's lifestyle products with commission earnings on qualifying purchases.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Men's Health: Men's Health is a men's lifestyle media brand covering fitness, nutrition, grooming, sex, and style, operating as both a print magazine and a major digital publisher. It directly competes with AskMen for the same male audience and the same advertising and affiliate commerce budgets.
• GQ: GQ is a flagship men's interest magazine from Condé Nast with extensive digital content covering style, grooming, culture, and lifestyle. It competes head-to-head with AskMen for premium advertising and audience share in the men's lifestyle vertical.
• Esquire: Esquire is a Hearst-owned men's interest magazine with digital editions covering culture, style, politics, and lifestyle advice for men. It targets the same advertiser and reader profile as AskMen with a similar editorial mix.
• The Art of Manliness: The Art of Manliness is a long-running independent men's lifestyle site covering self-improvement, relationships, fitness, and classic skills. It monetizes through advertising and affiliate commerce in the same model as AskMen and serves an overlapping audience.
• Men's Journal: Men's Journal is a men's lifestyle publication covering adventure, fitness, gear, and travel with a strong content-and-commerce model. It overlaps directly with AskMen's Gear, Fitness, and Man Skills verticals.
• Complex: Complex is a men's-focused digital media brand covering culture, style, music, and lifestyle with strong commerce integration. It competes for the same young male audience and the same brand and commerce budgets as AskMen.
• BroBible: BroBible is a men's lifestyle and culture site covering sports, dating, gear, and viral content with an advertising-led model. It overlaps with AskMen in audience profile and editorial categories.
• Maxim: Maxim is a men's interest magazine brand with digital editions covering style, women, gear, and lifestyle advice for men. It targets a similar male demographic and operates with comparable advertising and content commerce models.
• Gear Patrol: Gear Patrol is a men's gear and product review publication with a strong affiliate commerce model across home, tech, and outdoor categories. It directly competes with AskMen's Gear and Reviews verticals for commerce-driven traffic.

Emerging players

• InsideHook: InsideHook is a men's lifestyle newsletter and site covering travel, food, style, and gear with a curated commerce and affiliate focus. It overlaps with AskMen in audience and monetization model but skews toward a more affluent, older reader.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/askmen
• LinkedInlinkedin.com/company/askmen
• Facebookfacebook.com/askmen

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about askmen.com