With journalist Frank S. Greenop at the helm as editor, MAN was established in December 1936 by Kenneth Murray, an ad-man who had previously worked for Gordon & Gotch, a major Australian magazine and book distributor. MAN, modelling itself on Esquire, was a magazine addressed to the modern, urban, working man. Its readership consisted of white-collar workers, as well as members of an emerging clerical class of urban businessmen. MAN boasted much higher print runs than the other magazines, but at two shillings per issue it was also priced to reach a lower and broader market segment. Its April 1937 editorial claimed a print run of 14,000, and by 1940 circulation had significantly increased to about 40,000. MAN also assumed a readership with experiences of overseas travel, mostly through service in the Australian forces during the First World War, or at least a keen awareness of a world beyond Australia.