Luc Wiesman founded men’s website D’Marge four years ago because he thought everything else in the media manscape was rubbish. "I still do, there's a couple in the market that are doing great things, but a lot of it is quite frivolous." Not that he's taking credit for immediately making it better. "When we started, we didn't [have] much substance. Now that we're getting bigger and there's more that 25 contributors and six staff . . . we're able to put more substance into articles . . ."
This is part of D'Marge's appeal, it doesn't take itself too seriously — even the title is a play on the "damage" Luc and his mates would do on a night out — and it embraces the fact that guys are going to make mistakes. "[We] say, 'Like these things, travel business class, buy yourself nice shoes' — but you're going to screw up a bit. Be cool with that."
The ethos appears to have worked, with the site receiving 700,000 unique visitors a month. No easy feat with their target audience. "Men are not as tactile and easy to follow as women," says Luc. "Women will follow women, whereas a 32-year-old bloke is probably going to look at me taking a selfie and go, 'Well he's just a wanker' . . ."