Female focus excites agency buyers

Female focus excites agency buyersThe 'With Her In Mind Network' will be launched in early 2017 by News Digital Networks Australia.

A strategy to attract female readers to News Corp content has been welcomed by media buyers.

Its initiative, With Her in Mind Network, (whimn.com.au) was a “good step in the right direction”, according to national head of investment at Maxus, Ricky Chanana.

The network launches in early 2017 with international content deals, a strong focus on video and premium content spanning lifestyle, entertainment, news and opinion.

Its announcement follows several moves to attract women readers by other publishers, including:

  • Channel 9’s women network, 9Honey;
  • Allure Media’s launch of an Australian edition of women’s lifestyle site, Kin Community; and
  • Editorial restructure of established player, Mamamia.

Mr Chanana said brands had a strong appetite for female content and wanted to “integrate and collaborate in that content space rather (buy) pure advertising”.

“Content is a space where you are much more closely connected with the consumer because consumers don’t go search for advertising. They look for content,” he said.

“There is a lot of international content coming out. It’s good to see a local media vendor like News Corp putting forward a site that is going to act as a hub.”

Managing director of News DNA, Nicole Sheffield, said research conducted in preparation of the launch of whimn.com.au indicated women were consuming overseas content because of dissatisfaction with local offerings.

“There are not enough premium female environments, so we saw an opportunity to create something that is local in nature and global in flavour,” she said.

New direction fixes old mistakes

Steve Allen, chief executive of media agency Fusion Strategy, said the focus on female content was “born out of the fact that most publishers approached the female audience the wrong way”.

“They tackled it in content silos,” he said. “The one that did this right the first time – and it’s no surprise – is Mamamia,” he said.

Mr Allen said user experience was critical and questioned the logic of making users go in and out of different digital destinations to access related categories, such as food and homewares.

“The more difficult you make it for them to traffic themselves to the content the less likely you are to have them as repeat visitors,” he said.

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