Independent Digital Media to increase reach with NINEMSN

Independent Digital Media to increase reach with NINEMSN

Independent Digital Media has announced a significant step forward for its high-quality women’s lifestyle portfolio of websites.

IDM has entered into a commercial partnership with ninemsn that will increase our reach and strengthen our position as the publisher of leading quality content for special interest women’s groups.

Ninemsn will commercially represent the three sites and bring them under the Lifestyle category on ninemsn.com.au to further build their audience numbers, while the editorial content will continue to be developed by the IDM team.

“Ninemsn is committed to creating a beauty network in which each site promotes the other in a chain of discovery, building a network of online influencers and an informed online community. The addition of these niche sites to our Women’s Network is part of this strategy,” said Alex Parsons, Managing Director of Audience at ninemsn.

David Burkett, CEO of IDM’s parent company, IPMG Digital, said “We are proud of the content and digital communities IDM has built. We look forward to seeing the ninemsn partnership extend our reach, delivering our high quality online brands to even more people and by default increasing opportunities for our supporting advertisers”.

IDM continues its commitment to investing in quality content and expertise with the appointment of Katrina Lawrence as Editor of the beauty brands: PRIMPED and Younger You, Hayley Bennett as Beauty Writer for PRIMPED and Younger You and Erin Whitty expanding The Knot editorial team as Features and Beauty Writer of The Knot.

Katrina Lawrence has been a beauty writer and editor for over 15 years, working for Cleo, Shop Til You Drop, Harper’s Bazaar and Madison. She also ran her own beauty website, beautyeditor.com.au, for several years.

Hayley Bennett joins us from Allure Media where she has been a writer across the Sugar sites, BellaSugar, FabSugar and PopSugar.

Erin Whitty has been a beauty and features writer for more than seven years, and has written for Harper’s Bazaar, Cosmopolitan, Sunday Magazine, Body and Soul, Notebook and Australian Interiors. Last year she launched the blog Sitting Pretty with Erin Whitty. Erin will report to The Knot Editor, Juliette Winter.

“This is an exciting time for IDM and its partners with the opportunity for the brands with the best quality content to take the leading positions in their respective markets. This partnership will be good for the industry,” said IDM Publisher Marina Go.

Primped is the go-to destination for young women hungry for the next snippet of beauty news, new products and how-to videos. Younger You is a trusted source of quality anti-ageing information and The Knot is Australia’s premiere wedding destination where brides spend months planning everything she needs for her big day.

For more information, please contact: Marina Go, Publisher IDM, 02 9469 5450, mgo@independentdigitalmedia.com.au