News Corp Unveils Fresh Digital Content Initiatives With A Female Focus

Pictured at the Future Media Lab at News Corp on Holt Street Surry Hills is Felicity  Harley , Ainslee O'Brien, Nicole Sheffield and Melissa Overman.
Picture: Richard Dobson

News Corp’s digital arm, News Digital Networks Australia (DNA), has launched a number of new digital content initiatives at its first NewFront showcase.

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Among the initiatives is the company’s new brand, the With Her in Mind Network (whimn.com.au), which will spearhead women’s content across the company, and targets three audience personas – ‘the high achiever’, ‘the young progressive’ and ‘the opportunity seeker’.

The brand’s website launches in early March and is set to offer an inherently Aussie 360 content offering, with a global flavour, that resonates with women in all aspects of their lives.

Felicity Harley will take up the position of editor for whimn.com.au, and will feature the voices of Tara Moss, Jamila Rizvi, Edwina Bartholomew, Liane Moriaty, Lydia Lassila and James Duigan.

The brand will also have a newsroom in New York, headed up by former news.com.au journo Charlotte Willis, along with an exclusive content partnership with New York Magazine‘s The Cut.

News DNA also unveiled a new video strategy designed to lift engagement and viewability, as well as a full-service multiplatform for native content, Native in Colour, which will be led by news.com.au and be available on whimn.com.au.

Furthermore, News DNA has launched Shoppable Video in partnership with Pixmoto, allowing for audiences to engage directly with contextually relevant products through News DNA’s video content. Whimn.com.au will be the first of its brands to deliver Shoppable Video.

But wait – there’s more.

News DNA has enhanced its audience targeting capabilities for marketers with the introduction of three new News Connect Predict Segments.

The three segments, which are available across News DNA networks from tomorrow, have been developed around the three key whimn.com.au audience personas to help deliver a unique combination of premium consumer insight and intent to reach future customers with precision.

News DNA managing director Nicole Sheffield said the NewFront showcase represents the acceleration of News Corp’s digital properties and what News DNA can offer since the division launched back in August.

“In a crowded digital marketplace we stand out. The strength of News DNA is that we offer scale, guarantees and real impact with innovation in storytelling in all its forms, along with unrivalled connections with our digital audience of over 11 million Australians,” she said.

“We focused on our understanding of Australian women tonight as we are launching our latest platform the With Her in Mind Network, whimn.com.au, which fills a unique gap in the market and will give brands an opportunity to engage Australian women in premium environments at scale.

“It launches with the power of News DNA behind it, which includes the leading sites in news, food and parenting, driving traffic through our network ecosystem. Harnessing the power of our content creation, data and the latest in technology, with our women’s network capabilities, represents a significant opportunity for our commercial partners to connect with our engaged audiences.”