News DNA To Launch WHIMN.com.au

News DNA To Launch WHIMN.com.au
SHARE
THIS



News Digital Networks Australia’s managing director Nicole Sheffield today announced the launch of whimn.com.au, the company’s new female content platform which will be live in the first quarter of next year.

whimn.com.au, the With Her in Mind Network, will offer a variety of content, from lifestyle to entertainment to news and opinion and all ‘with her in mind’. The new site will spearhead women’s content across News DNA.

The company’s already category leading sites in news, food, home, fashion and parenting will drive content and referrals from day one to make whimn.com.au Australia’s leading female destination.

Nicole Sheffield said, “In doing extensive research for this new site, it became very clear that Australian women are not satisfied with the current local womens sites. They’ve moved on and are increasingly consuming content from international brands.

“It’s a cluttered environment however when we did the research there are not enough premium female environments so we saw a real opportunity to create something which is local in nature and global in flavour.

“whimn.com.au will deliver a mix of traditional and progressive products to reflect the brand and engage a strong digital audience. Video is a huge part of the site so we are investing heavily in ensuring we deliver the best video offering.

“We have some exclusive international content deals in place along with an exciting local production schedule as this is what the audience demands. We’re very confident in our video offering and that it will resonate with our audience and also deliver on our clients’ needs.”

Executive editor women’s network Melissa Overman said, “Over the last six months we’ve researched the market, starting with a non-traditional approach of identifying our audience by using social media data. We know that a woman’s digital fingerprint is stronger than ever and that social media has become part of her identity.

“We found this audience to be engaging in powerful and often intimate conversations with family and friends as well as brands and personalities. This direct connection and relationship will be the key to the content strategy at whimn.com.au.

“whimn.com.au will focus on delivering women more of what they want, which is smart, honest and fun stories in a variety of ways. There is a lot of strategy behind this site it is not about aggregating content. What we can commit to is knowing our audience better than anyone, actually listening to them and ensuring that everything we do from content to social, campaigns to innovation, commercial and design will all be ‘with her in mind’.”

Felicity Harley has been appointed editor of whimn.com.au and joins the business in January 2017.

whimn.com.au joins News DNA’s digital network of trusted brands including Kidspot.com.au, Taste.com.au, Bodyandsoul.com.au, Primped.com.au, Vogue.com.au and news.com.au. The business has built enviable digital relationships with Australian women that will be used to drive audience to the site from launch.

Please login with linkedin to comment

Latest News

GDPR “Could Be A Content Killer”, Says Expert
  • Advertising
  • Media

GDPR “Could Be A Content Killer”, Says Expert

The way the European Union’s General Protection Data Regulation (GDPR) is interpreted could have a severe impact on publishers, according to one expert. The GDPR was introduced on 25 May 2018 to help consumers protect their data and reshape the way organisations approach data privacy through a consent model. Speaking recently at a roundtable event […]

by B&T Magazine

B&T Magazine
Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia
  • Media

Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia

Ipsos chairman and CEO Didier Truchot has appointed former Nielsen executive Suresh Ramalingam as CEO of South East Asia. Ramalingam’s remit includes Singapore, Malaysia, Thailand, Indonesia, Vietnam and the Philippines, with immediate effect. Ramalingam joins Ipsos from Nielsen, where he worked for more than two decades in various leadership roles covering the Middle East and Africa, South East […]

adblock popup web banner concept. isolated vector
  • Opinion

How To Reach The Unreachables

The unreachables may sound like the Indian caste system but, as you'll learn here, it's some newfangled marketing term.

Opinion

by B&T Magazine

B&T Magazine
Instagram Video: We Are Living In A Vertical World
  • Co-Lab

Instagram Video: We Are Living In A Vertical World

The way people record, share and replay their lives has changed dramatically since the advent of Facebook-owned Instagram. Once a place where only static, filtered photos could be uploaded, Instagram now offers photo and video uploads, shopping features, direct messaging and several other tools serving users and businesses. However, for Instagram head of business Jim Squires […]

by B&T Magazine

B&T Magazine
Yes! It’s Virtual Reality Demystified
  • Co-Lab

Yes! It’s Virtual Reality Demystified

Virtual Reality has been a staple of science fiction for some time, Though, in terms of real-life application, the world is still coming to grips with what the tool can offer us. In recent years, tech experts, doctors, medical students and videographers have used the tool as a way of exploring worlds not normally accessed in […]

by B&T Magazine

B&T Magazine
Facebook Messenger: The New Age Of Communications
  • Co-Lab

Facebook Messenger: The New Age Of Communications

The unparalleled success of Facebook-owned Messenger can be pinned down to its ear to the ground approach with users. Consistently listening to its user base of more than one billion, Messenger’s ability to stay not only on trend but well ahead of it has allowed the app to become a global tool for communication; be that […]

Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.