When we set out to build , we didn’t just want to create another site for men. We knew that in order to build the best brand for men – and more specifically dads, we needed to fully understand and define the audience we wanted to target. Meet Adam – our ultimate dad! Adam is 37 years old and lives with his wife, Sophie, and their twin boys in Arlington, VA. Adam has been a financial analyst for the past 5 years, but he knows that finding the right balance between his career and his family is the only way to make it work. When he isn’t playing soccer with the kids in his backyard, Adam can be found catching up on a variety of topics and content online. That is, if he finished loading the dishwasher! Adam may be a fictional character, but he represents the audience we are aiming to reach. Adam’s values, interests, likes and dislikes the driving factors behind the content we create at . Our mission is simple, to create and uncover content and stories that matter through the lens of originality, inclusivity and conversation. Our personalized, audience-first methodology allows us to reach and engage our committed readers, newcomers and passersby.