NEW YORK, NY, (March 29, 2012) – Today AOL, a premier digital media company, and BermanBraun, a well-known and creative innovator, launched Mandatory.com, an authentic, relevant and irreverent online destination for men. The new site marks AOL’s entry into the male consumer lifestyle space.
Mandatory is a premium lifestyle destination for the man’s man. The site will distill the best of everything of interest to men into four categories: Play, Know, Women and Awesome. Presented through an innovative design and user experience, the look of the site is unique – whether it’s a video showing you how to become a Renaissance Man in 60 seconds or an interactive map of every micro and macro brewery in America. It will be every man’s ‘must read.’ At launch, the site is sponsored by Gillette. Mandatory is overseen by Lead Editor, Cory Jones, the founding Editor of Break Media’s HolyTaco.com and former Editorial Director of Maxim.com.
“By partnering with BermanBraun we are bringing their unique visuals and storytelling skills to a male audience we believe is currently under-served on the Web,” said Tim Armstrong, Chairman and CEO, AOL. “Mandatory is a premium destination that delivers what men need to know, what they need to try, what they need to see and what they want to see.”
“This alliance gives us the opportunity to deliver our content to an engaged male audience across the AOL network,” said Gail Berman and Lloyd Braun, partners at BermanBraun. “AOL offers a creative platform and an expertise in reaching large audience segments, and we look forward to working with them to deliver compelling content curated specifically for men.”
“Gillette is honored and excited to be a part of this amazing new destination,” said Damon Jones, External Relations Director, Global Grooming and Shave Care at Proctor & Gamble. “Mandatory touches on a lot of passion points for our consumers and this will be a perfect destination for them to keep up with the latest in men’s interests including trends on grooming and styling.”
Since its inception in 2007, BermanBraun has had continued success with digital brands including WONDERWALL, one of the top celebrity sites which now attract more than 17 million unique visitors per month. GLO, a lifestyle site launched in April 2010 reaches over 5 million people, making it the top website in the beauty/fashion/style category.
With 108MM monthly unique visitors, the AOL network provides the premiere platform for advertisers and content providers to take their stories across the Web. Moreover, AOL’s highly engaged audience and social platforms get people talking and sharing both online and offline.