Recent times have seen Bauer Media announce it is bringing its female-led content under one roof with the launch of Now To Love, with Nine making a similar move – housing content from its entire women’s portfolio under the 9Honey umbrella. And now News Digital Network Australia (News DNA) has revealed it is following suit – with the publisher today announcing the launch of whimn.com.au.
Going live in the first quarter of next year, Whimn – With Her in Mind Network – will offer content spanning lifestyle to entertainment to news and opinion. The platform will house content from News DNA’s digital network including Kidspot.com.au, Taste.com.au, Bodyandsoul.com.au, Primped.com.au, Vogue.com.au, and news.com.au.
Discussing the launch, News DNA executive editor women’s network Melissa Overman reveals, “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’.”
Former Women’s Health editor Felicity Harley has been appointed editor of whimn.com.au and will begin at the company in January.
