News Digital Networks Australia’s managing director Nicole Sheffield 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). From interviews, opinion and first person accounts, in the first month the diverse range of voices to feature on whimn.com.au includes Ava DuVernay, Chloe Shorten, Edwina Bartholomew, Elizabeth Nyamayaro, Emma Watson, Jamila Rizvi, Janine di Giovanni, Liane Moriarty, Lindy West, Mario Testino, Nicole Kidman, Susan Carland and Tom Hiddleston.
whimn.com.au editor Felicity Harley said: “Every day there’s a new example of how female momentum is on the rise and I’m so excited that whimn.com.au is celebrating that. For our content strategy we will be her trusted source for meaningful conversations. We will be honest, smart and fun and deliver the content that surprises and challenges her. whimn.com.au’s content offering speaks to her mind and all key aspects of her life as it is important that our content adds value to their busy lives.”
The site has a strong focus on video and shareable content. This week Screen Australia and whimn.com.au unveiled a new opportunity for emerging female documentary makers – Doco180. Six female directors will each be funded to make a 180 second documentary designed for digital, to make the viewer ‘do a 180’ on a topic relevant to Australian women. Applications are now open and the documentaries will launch on whimn.com.au later in 2017. Co-funding Doco180 allows whimn.com.au to offer exclusive video content of a premium quality, designed to have gravitas and start conversation.
whimn.com.au’s newsroom in New York, headed up by former news.com.au journalist Charlotte Willis, ensures the site delivers ‘always on’ content with a global feel. Exclusive international content deals are in place with New York Magazine’s The Cut and The Pool, one of the UK’s leading women’s platforms.
whimn.com.au delivers a mix of traditional and progressive products to reflect the brand and engage a strong digital audience. The dynamic premium environment has already secured Dove, Yoplait Zero, Optus and Samsung as commercial partners.
Source: *Nielsen Digital Ratings Monthly, January 2017
**The Whimn Way, News DNA 2017 (in depth survey amongst 988 women aged 18-59)