Advertising Age Article Abstract
Break Media, TotalBeauty.com Prep Men's Grooming Site
With ModernMan.com, Web Publishers Looking Attract Advertisers From $5 Billion Market
FLAGSTAFF, Ariz. (AdAge.com) -- Men's personal care has accelerated enough that backers of women's beauty site TotalBeauty.com are joining forces with men's online publisher Break Media to create a site designed to attract the growing ad dollars from the space. But men haven't yet reached the point that they're willing to knowingly visit a site about grooming, the two companies believe. So when the joint venture, ModernMan.com, launches later this year it will deal with the subject matter obliquely, styling itself as a broader lifestyle site aimed at giving men an edge at work and play. ...