Looking for a Few Good Men, with the Help of $500K

“What does it mean to be a good man?” Good Men Media now has $500,000 in funding to put toward finding the answer to its mission question, and the publisher of The Good Men Project Magazine said the money will go toward expanding its distribution of men’s-related content and supporting revenue growth.

Along with The Good Men Project Magazine, the company is also developing books, films, applications, and a theatrical production, all based on men’s issues.

Lisa Hickey launched Good Men Media in March, and The Good Men Project Magazine made its debut June 1. Hickey had worked with several Boston-area advertising firms, including Arnold Worldwide, before forming her own agency.

The New York Times Magazine writer and book author Benoit Denizet-Lewis is on the company’s executive team, and investor Tom Matlack is on its board of directors. Other private angel investors include: Grant Gund, managing partner of Coppermine Capital; Jack Roberts, president and CEO of Consert; Mike Jackson, former partner at Lehman Bros. and founding partner of Ironwood and Housatonic Partners; and Michael Margolis, founder of investment-management firm Maric LS.

Hickey said:

We’re creating a completely new kind of media property that addresses a vastly underserved demographic of thoughtful, intelligent men. We are doing so in a way that embraces and leverages social media so that revenue is generated not just from advertising, but product and affiliate sales. We also have a whole community of readers, writers, advertisers, and product creators all thriving together. We help our entire community write, read, produce, buy, and sell great stuff related to manhood. And when they succeed, we succeed.

Matlack added:

We believe this is a big opportunity. Not only have we built a great, high-quality, well-curated brand in short order, but Lisa is extremely focused on building a sustainable business model that is cash-flow-positive.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.