Felicity Harley quits Pac Mags for News DNA’s unlaunched female content platform

News Corp’s News DNA has flagged it will be jumping into the competitive female content sector, hiring Pacific Magazines’ editor of Women’s Health Felicity Harley to lead the charge.

Harley joins News DNA to lead new female content platform

Harley joins News DNA to lead new female content platform

Harley will be editor of the unnamed platform, which is set to launch early next year.

News DNA managing director Nicole Sheffield said: “Felicity is an incredibly talented editor and I’m delighted that she is joining our already exceptional line-up of editors within News DNA. Felicity is highly respected in the industry and has a strong track record of developing brands, campaigns and content that connects with consumers.

“Under her leadership, this new digital brand will develop in to an incredibly successful platform that will engage Australian women. We’ve done extensive research for the new site and we’re very confident we are building an Australian brand women will want to be part of.”

Harley joins News Corp after nine years with Pacific Magazines, which says it will announce a new editor for Women’s Health in due course.

Jackie Frank, general manager, fashion, beauty and health, said: “Felicity joined Pacific Magazines in 2007 as launch editor of Women’s Health.

“Over the past nine years, Felicity has done a great job leading Women’s Health to new heights and she leaves behind a team that’s the best in the business. We wish her well in her new endeavours.”

The new female content platform will compete with the likes of Fairfax Media’s Daily Life, the Daily Mail Australia’s Femail section and Mamamia.

Commenting on her new role, Harley said: “I’m delighted to be joining News DNA to launch a fantastic new brand that speaks to Australian women. Delivering great content to women has always been my passion and I’m honoured to have this rare opportunity to launch a new digital brand that truly resonates.

“Building and curating a new brand is thrilling and I’m confident Australian women will see this site as an important part of their everyday life. I’m excited to be working under Nicole’s visionary and enthusiastic leadership and I’m looking forward to working with the ever-so-talented Melissa on bringing a positive, stimulating and dynamic digital offering.”

Melissa Overman, executive editor women’s network, said: “Having someone of Felicity’s calibre lead our new website is incredibly exciting. She has an innate understanding of what Australian women engage with and as we build the team her insights and guidance will be invaluable to delivering the best offering for today’s consumer.”

News DNA was officially launched at News Corp’s upfronts style event Come Together at the end of last month, with the unit aligning all of News Corp Australia’s digital assets within news, food, lifestyle, prestige and women’s categories; however, Sheffield says NewsLifeMedia has not been killed off with the creation of the new department.


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