NewsDNA’s long talked about women’s destination Whimn.com.au has gone live this morning.
Whimn – the With Her in Mind Network – spearheads women’s content across News Corp’s digital division NewsDNA. There will be more than 15 stories available for readers and they will be updated throughout the day.
In an interview with Mediaweek published this week, editor Felicity Harley teases an article penned by actress Nicole Kidman and an exclusive interview with The Beauty and The Beast’s Emma Watson.
NewsDNA managing director 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.”
MORE: News Corp Australia CEO Michael Miller on Whimn and digital strategy
Whimn’s team has welcomed readers, writing on the website: “Welcome to Whimn.com.au! We’re your new home for smart, funny and honest stories from Australia and around the world. From what’s happening in Canberra, to why more women are considering open marriages, to the vexatious question of whether you should embrace culottes, our team of talented (and dare we say it, ridiculously good looking) writers has it covered.”
As well as Harley, the team behind the latest women’s online destination in Australia includes Melissa Overman (executive editor), Charlotte Willis (New York editor), Daniela Elder (commissioning editor), Gemma Wilson (news editor), Jane Clancy (video editor), Hannah-Rose Yee (entertainment editor) and Ashleigh Austen (lifestyle editor). 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).
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.