News DNA’s women’s network, Whimn, goes live

To coincide with International Women’s Day, News Corp’s News Digital Networks Australia (News DNA) has officially launched its women’s content platform, the With Her In Mind Network (

The platform will leverage off the audience base of existing News Corp platforms including,, and, which, according to News DNA boast a unique audience of 7.4 million.

Nicole Sheffield, News DNA’s managing director, said she was confident the launch would be a success based on News DNA’s unparalleled connection with Australian women and its strong track record with content platforms.

“We’re so pleased to debut 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,” she said.

“The site launched with the full power of News DNA behind it, driving audiences to make Australia’s leading female destination. We have a great team in place, a great content approach and we know how to build networks. I’m very confident about the With Her In Mind Network.”

Citing News DNA research which included a survey of 988 women aged 18-59, executive editor women’s network Melissa Overman said there was a disconnect between women’s reality and what is currently offered by Australian media platforms.

Two in five women, she said, feel that female interests and content needs have evolved, and seven in 10 women want international content from a local perspective.

“Women today are socially aware, the news and topics they consumer transcends borders and what is missing is that local voice that they can turn to and trust. is built around servicing this need. It is an inherently Australian offering with a global flavour.”

The site’s editor, Felicity Harley, said would be a “trusted source of meaningful conversations”.

“We will be honest, smart and fun and deliver the content that surprises and challenges her.’s content offering speaks to her mind and all key aspects of her life as it is important that our content adds value to their busy lives.”

The platform’s newsroom in New York, headed up by former journalist Charlotte Willis, will ensure the site delivers ‘always on’ content with a global feel, a statement from News DNA said. Exclusive international content deals are in place with New York Magazine’s The Cut and UK women’s platform The Pool.

In addition, News DNA announced Dove, Yoplait, Zero, Optus and Samsung had signed on as commercial partners.


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