News Corp closes women’s content network Whimn

News Corp’s With Her In Mind (Whimn) Network will cease publication on 30 June.

In addition, its Sunday magazine liftout Stellar will combine with the publisher’s other weekend brand Body + Soul from 5 July.

Whimn is the latest publication to close its doors

The latest changes at one of Australia’s largest publishers come just days after it closed multiple local and community papers, and moved others online, ceasing over 100 print publications.

In an internal email seen by Mumbrella, News Corp said this shake-up would strengthen its women’s portfolio and create a simpler offering for clients. Simplification for clients was also a sentiment expressed during the closure of the local and community newspapers.

Whimn launched in 2016 to take on the likes of Mamamia, as well as Bauer Media’s female-focused offering and Nine’s various digital plays.

Despite the competition, Nicole Sheffield, who at the time was the boss of News Corp’s DNA, said she wanted to “be the number one female news and information source in this country”.

The Whimn content will now be housed within Body + Soul. Sarrah Le Marquand, currently editor of Stellar, will take on Body + Soul as well. The new, combined, magazine will launch in July.

“This move will create a premium weekend women’s product, for the first time, across all our major markets of NSW, Victoria, Queensland and South Australia, and enable us to have a co-ordinated, compelling content offering for readers, and importantly, advertisers,” the email said.

Editor of Kate de Brito will take on Kidspot, reporting directly to executive chairman Michael Miller. Melissa Wilson, editor of Kidspot, will report to de Brito. Body + Soul editor Elin Tough has finished with News Corp this month.

“The changes we are making today will be significant for how we position these titles for growth to meet consumer needs and ensure we are less complex for clients to leverage,” Richard Skimin, managing director of, News Women’s Network and eCommerce, said in the internal email.

“Operating as the one News Women’s Network will enable us to better collaborate to create brilliant storytelling that resonates with consumers and their lifestyles, while also developing advertising and custom marketing solutions using our data insights to ensure advertisers and clients are connected with the right consumer demographics for their products and services.”

Over the past month, Buzzfeed has shuttered its news operation in Australia, 10 Daily has closed, News Corp’s community papers have taken a battering, and media companies across the country have enacted stand-downs and pay cuts.


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