News Digital Networks Australia’s managing director Nicole Sheffield today announced the company’s new female content platform whimn.com.au is now live.

Launching on International Women’s Day whimn.com.au, the With Her in Mind Network, spearheads women’s content across News DNA. The site joins News DNA’s network of trusted brands including news.com.au, kidspot.com.au, taste.com.au and vogue.com.au. Together these digital properties have a unique audience of 7.4 million* driving referrals to whimn.com.au from today.

Nicole Sheffield said: “We’re so pleased to debut whimn.com.au today, on International Women’s Day. Our business has a long and enviable relationship with Australian women and through continual research we understand what they want, and we’re seeing that has changed on a global scale. Women are rapidly evolving and aspire towards empowerment, positivity and authenticity.

“The site launches with the full power of News DNA behind it, driving audiences to make whimn.com.au Australia’s leading female destination. We have a great team in place, a great content approach and we know how to build networks. I’m very confident about the With Her in Mind Network.”

Executive editor women’s network Melissa Overman said: “From our latest research we found that there is a lot of tension between women’s reality and the media landscape with two in five women** feeling that female interests and content needs have evolved, a gap the market wasn’t recognising. Seven in 10 women** also told us that they wanted international content but from a local perspective. Women today are socially aware, the news and topics they consume transcends borders and what is missing is that local voice that they can turn to and trust. whimn.com.au is built around servicing this need. It is an inherently Australian offering with a global flavour.”

whimn.com.au is powered by a talented and experienced editorial team with editor Felicity Harley at the helm. They are joined by expert contributors including Sally-Anne Blanshard (careers), Kendra Banks (leadership and careers), James Duigan (nutrition), Libby Babet (fitness), Lola Berry (wellness), Alison Hill (psychologist) and Xanthe Mallett (crime).