Established by Brett and Kate McKay in 2008 The Art of Manliness blog targets the older male and has published over 2,500 articles focused around the art of being a man on topics such as Masculinity, Grooming, Health, Sport, Relationships and of course Manly Skills.
Brett started the blog with very little money which he spent on hosting and a premium WordPress theme after being frustrated reading about the stereotypical six pack male presented in most men’s magazines. His first post “How to Shave like your Grandpa” was received really well and this led to a big increase in subscribers.
The blog has advertising provided by AdSense and instead focuses on promoting their own range and affiliated products from saddlebackleather.com, trunkclub.com and of course Amazon.com through their online shop where they sell nearly 100 items from accessories and clothing to branded posters and stationery.
A further source of income comes from a range of paperback books available via Amazon including Kindle downloads with titles such as “Manvotionals”, “Heading out on your own” and “How to Quit Porn”. Bret also started a podcast but interestingly struggled to generate an advertising revenue for it and he is now looking at creating videos.
Turnover for the site is in the range of $200,000 to $300,000 with 60% of income coming from AdSense however due to the popularity of the site costs for hosting, web design and content writing have increased as they have had to keep pace with demand.
To here more about this blog take a listen to the interview Brett did with on The Rise To the Top with David Garland.