Monthly Archives

October 2013

Gender Roles Converge in the Modern Family

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How has life changed for men and women since 1965? A study by Pew Research offers a rare look at the way Americans spend their time today versus 50 years ago—down to the hour. The results paint a picture of how traditional gender roles—men as breadwinner, women as homemaker—have converged in the modern family.


Here’s the picture for dad. As compared to 1965, his time spent watching the kids has nearly tripled from 2.5 hours per week then to 7 hours per week today. His time spent on housework has more than doubled from 4 hours to 10 hours. And Dad’s average work week has decreased slightly, from 42 to 37 hours.


”Fathers have by no means caught up to mothers in terms of time spent caring for children and doing household chores, but there has been some gender convergence in the way they divide their time between work and home,” Pew says about the study.


It all adds up to a nearly equal share of responsibilities for mothers and fathers, at 53 and 54 hours each week, respectively. Pew shows that parents today are more overwhelmed than ever juggling the roles they must play inside and outside the home. This burden is felt just about equally between men and women—50 percent of working dads and 56 percent of working moms say they find it difficult to balance work and home life.


Parents, especially dads, may be their own worst critics. Even though children are getting more hours of attention than 50 years ago, a third of modern parents don’t think they’re spending enough time with their kids. Fathers are much more likely to feel this way, 46 percent versus 23 percent of mothers. Nearly three quarters of mothers surveyed said they feel they’re doing a good or excellent job of parenting, while only 64 percent of fathers feel they’re making the grade.

Dads Are Mad for Mobile Coupons

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Armed with their smartphones, bargain-hungry dads cash in more often on mobile offers compared to other consumers, according to research from Harris Interactive displayed in this infographic.


Seven out of 10 dads want mobile alerts for deals, and 6 out of 10 dads have acted on those offers, outpacing moms and those without kids.


“Smart marketers are recognizing that younger dads are spending more time with their kids and also are more engaged with family shopping—there’s great potential to reach them using their devices, especially tablets,” says Placecast CEO Alistair Goodman. Of those surveyed, 55 percent of fathers own tablets, versus 39 percent of moms.


Digital dads also love to share deals. More than half (53 percent) share bargains with others online, as compared to 48 percent of moms and just 35 percent of other adults. And when it comes to local offer sites like Groupon, people with kids are the most interested, largely because of the convenience factor. Four out of 5 parents want to get local coupons, as compared to just over half of other smartphone users.

Breadwinner Moms Carry More U.S. Households

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For the first time, mom is the breadwinner for 4 in 10 households in America, according to studies by Pew Research Center. Women now comprise 47 percent of American workers, and the number of married mothers who work was 65 percent in 2011.


Americans feel conflicted about these trends, according to Pew’s surveys. The vast majority (79 percent) rejects that women should return to more traditional roles. Yet three quarters of respondents—male and female—say that it’s more difficult to raise kids when women work outside the home.


Researchers also found that total family income is higher when the mother, not the father, is the primary breadwinner. In 2011 the median family income was nearly $80,000 for couples in which wife is the primary breadwinner, about $2,000 more than it was for couples in which husband is the primary breadwinner, and $10,000 more than for couples in which spouses’ income is the same.


Married mothers also are increasingly better educated than their husbands. In two-parent families today, 61 percent have a mother whose education level is similar to her husband’s and 23 percent have a mother who is better educated than her husband.


Most people reject the idea that it is bad for a marriage if a wife out-earns her husband. When asked if they agree or disagree that it is generally better for a marriage if a husband earns more than his wife, some 28 percent of survey respondents say they agreed. When a similar question was asked in 1997, 40 percent said they agreed.

Ready, Set, Grow! Made Man Kicks off Movember with “Great Moments in Moustache History” Video Starring Nick Offerman

By | Press Releases

Leading men’s lifestyle destination, Made Man, teams up with global men’s health charity, Movember, as an official digital partner for the third year

LOS ANGELES – Oct. 23, 2013 – Made Man, a leading men’s lifestyle destination owned by DEFY Media, a merger of Alloy Digital and Break Media, has teamed with global men’s health charity, Movember, as a proud partner for the third year in a row.  Starting today and running throughout the month of November, Made Man will roll out an array of Movember-inspired videos, editorial and social content and a new off-line activation.  Premiering today, Nick Offerman, star of NBC’s Parks & Recreation, is back with the first video of this year’s campaign, “Great Moments in Moustache History,” that takes viewers through a hilarious visual history of the moustache.  A follow up to last year’s viral campaign, “How to Grow a Moustache with Nick Offerman,” and “Your Mo Will Get Fuller,” the new video aims to help raise awareness and drive registrations for Movember, which engages men to grow and women to support the Mo (moustache) for the 30 days of November, raising funds and awareness to combat prostate and testicular cancer.

“The Movember partnership is one of our favorite programs that we participate in during the year, and the opportunity to work with Nick again was such an honor,” said Michael Martin, editor-in-chief, Made Man.  “From both a creative and social responsibility perspective, we believe in the Movember cause and are proud to help raise awareness through our Made Man channels for a third year running.”

New to the program this year, Made Man will hit the road with an off-line activation. The “Made Man Movember Mo’asis,” a decked out, customized airstream barbershop bus that will travel the west coast to give free hot towel shaves, celebrate manliness and moustaches and encourage registrations.  The mobile tour starts this Friday, Oct. 26 at the “Life is Beautiful” festival in Las Vegas and will make additional stops in Corvallis, San Francisco, Los Angeles and more throughout the month.  Raymond Walsh, CNN contributor and the popular travel blogger behind Man on the Lam will host the tour and blog about his experiences on

“We are truly excited to have Made Man back as a partner to create a remarkable experience for the Mo Bros and Mo Sistas,” said Mark Hedstrom, country director at Movember US.  “Made Man creates content that resonates with our participants and encourages them along their Movember journey.”

Since its inception as a charity event in 2004, more than 3 million participants have raised $446 million globally for Movember. Last year’s Made Man team raised more than $50,000 to support the cause. For more information and to register to participate in Movember, visit

Nick’s second video in the campaign will launch mid-November and promises to provide mid-Movember motivation. Additionally, Made Man is activating a social program that asks fans to share a #ManlyMoment via Facebook, Twitter, Instagram or Vine to enter for a chance to win an ultimate man-cation to Vegas to fly a fighter jet.  Made Man will donate $1 to Movember for every entry submitted.  Visit for more information on the contest.  To stay up to date and track the “Made Man Movember Mo’asis” tour, follow Made Man on Facebook (, Twitter (@MadeMan) and visit for the latest mobile tour updates and locations.  Tag photos with the official hashtags #ManlyMoments #Movember.


About Made Man

Made Man is a leading men’s lifestyle destination owned by DEFY Media, a merger of Alloy Digital and Break Media.  Made Man is home to a variety of original video content including Speakeasy with Paul F. Tompkins, along with news and advice on style, fitness, sports, food & drink, dating, current events and pop culture.


About Movember

Movember aims to forever change the face of men’s health through the power of the moustache, by raising vital awareness and funds for men’s health issues to combat prostate and testicular cancer and mental health challenges. Movember programs are focused on awareness and education, living with and beyond cancer, and research to achieve our vision of an everlasting impact on the face of men’s health. Since 2003, three million participants have raised over $446MM for the cause, funding more than 570 programs globally, with official Movember campaigns taking place in 21 countries. Movember is fully accredited by the Better Business Bureau, and for the past two years, has been named a Top 100 best NGO by The Global Journal. For more information please visit Movember is a registered 501(c)(3) charity.




Laura Klang-Glienna
Sr. Manager, Corporate Communications
DEFY Media
310.360.4141 x363

Portrait of a Stay-At-Home Dad

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Fewer than 1 percent of dads stay at home, though their ranks are growing, according to the 2013 DDB Lifestyle Study. Tough job markets, working moms and blurring of traditional gender roles are all reasons dads become primary caregivers. But the number one reason? They want to spend more time with their kids.


To paint a picture of today’s stay-at-home dad, the DDB study surveyed a group of these dads about their attitudes toward things like parenting, school and household chores. Then they compared the responses to stay-at-home moms and dads who work.


Adjusting to the role as primary caregiver can cause a sort of identity crisis for men. Said one respondent: “For months I was dwelled on the stereotypical role of male breadwinner that I was not fulfilling.” While they are just as devoted to their children, stay-at-home dads are more likely to say parenting is a burden (29 percent, compared 18 percent of working dads and just 13 percent of stay-at-home moms).


Another notable difference is that more stay-at-home dads prefer their children to think of them as a friend rather than an authority figure—45 percent feel this way, as opposed to a third of working dads and just a quarter of the moms. Yet alongside this friend role, they tend to be more hands-on when it comes to their kids’ behavior. Stay-at-home dads are more likely to take the lead with discipline than the stay-at-home moms surveyed, and 10 percent more likely to get involved, for instance, with problems at school instead of letting kids resolve issues on their own.


When it comes to housekeeping, traditional gender roles aren’t always flipped. Just 45 percent of stay-at-home dads consider themselves the primary housekeeper, and fewer than half say they’re the primary cooks at home. Still, the report suggests that stay-at-home dads are an important segment for advertisers to consider for products that typically have been targeted toward moms. The report concludes that “those marketers who recognize and portray this group without resorting to the ‘Mr. Mom’ disparagement of their parenting skills stand a greater chance of winning their favor and loyalty.”

Gen-Y’s Love Affair With Shopping

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No matter where they live, Generation Y—the Millennials—are molding the retail landscape with their love of shopping in all its forms. According to a study from the Urban Land Institute, adults age 18-35 spend plenty of time on retail websites, but they also like to touch and experience products in person.


In order of popularity, most Millennials shop at these outlets at least once per month:

  • Discount department stores and warehouse clubs like Walmart and Costco (90 percent)
  • Neighborhood and community shopping centers (74 percent)
  • Enclosed malls, full line department stores, big box stores, chain apparel stores and neighborhood businesses (about 60 percent each).


Ever plugged in, Millennials also spend an extraordinary amount of time shopping online. More than 90 percent bought something from a website in the past 6 months, and nearly half of them spend more than an hour per day looking at retail-oriented websites where they check celebrity trends, read blogs and mentally try on new looks.


Men are even more obsessed than women. Eight percent spend three hours or more on retail sites—that’s per day; only 4 percent of women spend this long. Men are more likely to buy electronics, sporting goods and liquor online, and they also spend more money. Fifteen percent of guys dish out between $100 and $300 online per week, as compared to just 4 percent of women who buy this much.


Restaurants are another way Gen-Y is molding the retail landscape. Gen-Y’ers love eating out as much as they love shopping, and half frequently combine the two activities. Nearly 4 in 10 eat out at least once a week. It’s notable that men of this age eat out significantly more than women, 45 to 31 percent.


Though the picture of a Gen-Y adult may be a coffee-toting urbanite, in reality Millennials are fairly evenly split between city people (39 percent), suburbanites (29 percent) and small town folks (32 percent). Though one-quarter still live with their parents, more than 8 in 10 Gen-Y’ers are expected to own homes by 2015.

Hispanic Spending Power Soars in America

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Hispanic consumers have a surging influence in the U.S. economy, especially when it comes to spending power. According to a report from Experian Marketing Services, Hispanic households spend 1 in 10 discretionary dollars in America today. So when it comes to non-essential goods—everything from cell phones to coffee to cars—marketers can’t afford to ignore the preferences of a rising Hispanic consumer force. A quarter of people in America aged 6 to 34 are Hispanic or of Latin origin and the report says they have the greatest influence within this population.


The numbers are impressive. While spending for non-essential goods virtually flatlined among non-Hispanics last year, discretionary spending for Hispanic consumers grew 14 percent to $162 billion, up from $144 billion in 2011. In the West and Southwest, Hispanics hold an even larger share.


With this economic impact in mind, the report offers a look into the mindset of today’s Hispanic consumer, particularly when it comes to language preferences and advertising. Three quarters of respondents prefer to speak at least some Spanish at home. Not surprisingly, this varies by generation. One third of first generation Hispanics—those born outside the U.S.—prefer to speak only Spanish. That compares to more than half of their children and grandchildren born in the U.S. who prefer to speak only English. Still, the emotional ties to the Spanish language are strong even for younger generations. Among third generation Hispanics, 45 percent say they prefer to speak Spanish at least some of the time.


The implications for marketers are clear: Spanish language ads matter to Hispanic consumers young and old. The study asked respondents whether they agree with the statement “when I hear a company advertise in Spanish, it makes me feel like they respect my heritage and want my business.” This rang true for more than half of Hispanics that speak mostly Spanish and nearly a third of Hispanics that speak mostly English. In addition, significant portions of both the English-dominant respondents (30 percent) and Spanish-dominant respondents (50 percent) agreed that they are more loyal to companies that use Spanish language ads.

Alloy Digital and Break Media Announce “Merger of Equals,” Forming Leading Multi-Platform Media Company Focused on 12-34 Consumers

By | Press Releases

New Company Combines Top Forces in Digital Media and Entertainment; Elevates Programming and Content Delivery to Influential Demos 

(Los Angeles, CA and New York, NY) October 14, 2013 – Alloy Digital and Break Media today announced that the companies have merged, creating a powerful digital-centric media company focused on content creation and delivery to the key 12-34 demographic.  Operating under the new name Defy Media, the transaction combines the strength of two market leaders with globally recognized media brands and proprietary distribution channels targeting the digital generation. The new company is well positioned to further accelerate programming and brand extensions across established and emerging media platforms.

Defy Media unites Break Media’s #1 ranked male-targeted network with Alloy Digital’s top ranking media brands and video networks, solidifying a commanding marketplace position with capabilities in content development, in-house production, multi-screen distribution, talent management, brand partnerships and promotionBoth companies have achieved a rapid pace of growth in recent years, building award-winning digital consumer brands and expanding into new revenue streams including merchandising, music, mobile apps, video-on-demand and feature-length content.

“Defy Media signifies a transformative moment, fortifying a multi-faceted media model that’s responding to the changing marketplace and expectations of 12-34 consumers,” commented Matthew Diamond, CEO of Alloy Digital. “The merging of our highly complementary strengths greatly enhances a formidable programming and distribution engine designed to innovate content delivery in the digital age, while also elevating compelling brand experiences for our clients and partners.”

“The expansion of our brand portfolios further energizes Defy Media’s content initiatives across all media platforms and creates significant new revenue opportunities,” said Keith Richman, CEO of Break Media. “We’re excited to realize the next evolution of our business under the new organization as we continue to grow.”

Defy Media’s proprietary media and ad network will combine Alloy Digital and Break Media’s assets, delivering its advertisers unmatched access to consumers across key categories including entertainment, women and men’s lifestyle, comedy and gaming. The merger amplifies Defy Media’s original programming, offering brand partners custom-built and scalable opportunities to align with premium content, along with unique P12-34 demographic insights that include Break Media’s groundbreaking annual studyThe Acumen Report: The Definitive Guide to Men.

Defy Media’s combined strengths include:

  • Top ranking owned and operated properties including its anchor brands: SMOSH, the award-winning comedy brand and #2 most subscribed YouTube channel;, the #1 video humor site on the web; Made Man, a top men’s lifestyle destination; Clevver Media, the #1 digital entertainment news provider, and other recognized content brands, AWEmeScreen Junkies, The Gloss, and The Escapist.
  • Owned and operated web properties reaching over 50MM monthly unique users
  • 40MM social media followers across its multiple dedicated profiles
  • 30MM overall YouTube subscribers across owned and operated channels, counting five channels that rank among the video platform’s Top 100, in addition to controlling five of YouTube’s premium channels
  • Reaches 125MM unique monthly viewers across owned and operated YouTube channels

Defy Media will continue to build upon Alloy Digital and Break Media’s channel acceleration agreements with Google’s YouTube and bolster multi-platform content development relationships with new and existing partners, including Freemantle, MTV, Fuse, BBC Worldwide Productions, Dolphin Entertainment, New Regency Productions and 20th Century Fox.

Alloy Digital CEO Matthew Diamond and Break Media CEO Keith Richman will lead Defy Media as CEO and President, respectively. The company will be headquartered in New York City, with dedicated production, technology, sales and marketing teams based in Los Angeles, where several key executive officers reside.  Satellite offices will operate in Chicago, San Francisco, Toronto and Detroit.

Current Alloy Digital investors, ZelnickMedia and ABS Capital Partners, will join existing Break Media shareholder Lionsgate (NYSE: LGF) as backers of Defy Media as a result of this “merger of equals”.  Representatives of each of these investors will serve on the Defy Media board along with Geraldine Laybourne, an industry veteran and former CEO of Oxygen and Nickelodeon. RBC Capital Markets was the exclusive advisor to Break Media in its merger with Alloy Digital to form Defy Media.

About Alloy Digital

Under one roof, Alloy Digital boasts the critical assets for a multi-platform, next generation media company targeting the highly-coveted, early-adopter 12-34 year-old demographic–Generate’s cost-effective development, production and talent management, premium original programming from creators such as Smosh and Clevver, distribution across Alloy Digital’s top-ranked network of media platforms and monetization through sponsorship, ad sales, social media and promotion. Alloy Digital’s proprietary digital media network has ranked top in its category for more than three consecutive years, according to comScore, and attracts more than 90MM consumers each month with reach to over 57% of P12-34 internet users. Alloy Digital holds its position as offering a top-10 video network which delivers several hundred million monthly streams and includes award-winning Smosh, the #2 YouTube channel, as well as Shut Up! Cartoons, one of the fastest-growing YouTube premium channels. The network has attracted over 40MM followers combined across its dedicated social media profiles. Alloy Digital delivers digital campaigns for FORTUNE 500 advertisers and has received multiple industry accolades, including the prestigious ADVERTISING AGE Media Vanguard, an OMMA Award, Webby Award and a DIGIDAY Video Award. Please visit us at

About Break Media

Founded in 2004, Break Media is a digital media company and the leader in male-targeted content creation and distribution.  The company reaches more than 85 million unique visitors per month across its digital properties, including the #1 comedy video site and top men’s lifestyle property, and maintains a growing presence on emerging platforms with more than two million YouTube subscribers and five million mobile app installs.  Break Media’s internal production studio and programming team creates award winning branded entertainment programs and top original video content including  Man at Arms, Speakeasy and Honest Trailers.  Break Media also recently expanded into feature-length development and distribution, partnering with up and coming filmmakers, established producers and top film studios.

Experts in understanding men, Break Media launched the Acumen insights portal in 2012, as well as industry leading annual study, The Acumen Report: The Definitive Guide to Men, which provides unparalleled insight into men’s lifestyles and behaviors.


Jodi Smith for Alloy Digital

Laura Giangiulio Michael for Break Media