News Corp Australia has launched a new women’s brand, Whimn, which will form part of its online News Digital Network when it goes live in March.
Whimn, an acronym for “with her in mind network”, will provide premium female orientated content.
News Digital Network Australia managing director Nicole Sheffield told at a function on Thursday night she believed the new brand would tap into what the modern woman wanted.
“There has been a fundamental shift in Australian female audiences,” Ms Sheffield said. “They don’t want Toddles and Tiaras. They don’t want Kim Kardashian. They might read it, they might check it out, but I am telling you, where they are going to spend their time is in positive environments.”
The new brand will be led by editor Felicity Harley, formerly of Women’s Health. Whimn also will have a New York newsroom, which will be headed by former news.com.au journalist Charlotte Willis.
It will also feature regular contributions from Tara Moss, Jamila Rizvi, Edwina Bartholomew, Liane Moriaty and Lydia Lassila.
News also announced the introduction of shoppable video, which would allow readers to purchase products featured as the item is shown.
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