News Corp Australia has united its women’s lifestyle brands under the With Her in Mind Network (WHIMN) making it the largest digital women’s network in the country reaching a unique audience of 1.954 million.
WHIMN brings together parenting site kidspot.com.au, health site mybodyandsoul.com.au, and the recently launched whimn.com.au.
WHIMN combines the audience power of these brands and offers clients the seamless ability to reach this mass Australian women’s digital audience.
News Corp Australia’s chief digital officer Nicole Sheffield said: “We’re six months into our women’s network strategy being live and it has been incredibly successful, which is why it was the right time for all of the sites to come together under WHIMN. We’ve officially measured our women’s network audience since August and we are a clear number one. These results are a reflection of both our premium content offering and our cohesive product strategy.
“We connect digitally with more women at any stage of their day or life, through trusted brands and communities. Bringing together our ecosystem of brands just makes sense. It simplifies our commercial offering and enables brands to align themselves with female content where they can more closely connect with their consumers at scale. With a collective trading position WHIMN allows us to be even more competitive.”
WHIMN’s general manager Melissa Overman said: “We know that our mass audience and mass reach require connection. What makes us different is our mission and approach. There is not a one size fits all when it comes to women. Each of our editors takes a personal approach to their communication by crafting their content, campaigns, video, audio, social and commercial offerings to be relevant to their audience.
“Through editorial instinct and live insights our 24/7 women’s network newsroom responds to our audience’s individual needs and tailors messages to them. You have to offer women, especially millennial women, who we know are time poor and socially savvy, real value through content they can turn to and trust, which is incredibly powerful.”
Commercially, WHIMN offers a diverse suite of marketing products that are aligned with the sites’ editorial strategies and support the evolving market shifts and demands.
News DNA’s general manager of commercial integration Ainslee O’Brien said: “I’m particularly excited about our new WHIMN Eclipse where we have created an opportunity for clients to buy all commercial real estate across our women’s network for a full day – on both desktop and mobile. Daily Content Ratings now allow us to trade on a day-by-day basis and given we have the largest, addressable, female digital audience in the country, this is great for brand or product launches and key retail periods.”
WHIMN is powered by News Corp Australia’s digital division News Digital Networks Australia (News DNA).
Photo: Kidspot editor Melissa Wilson, WHIMN GM Melissa Overman, Whimn.com.au editor Felicity Harley, Body+Soul acting editor Melissa Shedden