First Published: 2010-07-13, new portal for modern Arab women

ADMC plugs that aims to reflect lives, passions, pursuits of Arab women.


Middle East Online team

ABU DHABI - The world of digital lifestyle media welcomes an innovative portal in an exciting new format, as Abu Dhabi Media Company (ADMC) plugs, the dynamic online destination dedicated to the modern Arab woman.

The portal aims to reflect the lives, passions and pursuits of Arab women, and to become a daily source of inspiration, by offering greater interaction and creating a genuine sense of community.

While covering topics of interest to women, ranging in scope from beauty, fashion and wellbeing; to society and celebrity news; and personal empowerment, is as challenging as it is entertaining.

It adds to the mix exciting new voices, an upbeat attitude and a fresh approach. Innovative digital tools enable a higher level of engagement and connection with audiences. The content is well defined, categorized and easy to navigate. The overall look and feel is complemented by a minimalist design that still manages to convey freshness and femininity.

" confirms that there is a real demand in the Middle East for premium, relevant content, delivered attractively and intelligently, in Arabic. Our new portal shows we have our fingers firmly on the pulse of emerging market needs and trends, and that ADMC continues to pioneer the delivery of quality digital entertainment content,” explained Ricky Ghai, Executive Director, Digital Media at ADMC.

“With, we are redefining the digital media space, and entertainment for the region’s women. It is a powerful new platform to add to an exciting array of other digital products we are launching over the summer,” added Ghai.

Zoya Sakr, Editor-in-chief, said: “We want to give our audiences the best of what we have to offer. We think our focus on engagement and interaction will really resonate with modern Arab women and quickly elevate to celebrated status.”

“We want to inspire and instill in Middle Eastern women the desire to live up to their full potential. will accompany them on their journey towards becoming the strong, independent, and inspirational women of tomorrow,” she added.

With an impressive roster of editors and journalists, guarantees not only great, exclusive content and a colorful mix of regional and international stories, but addictive energy, and irresistible fun, in a fast-paced, entertaining style.

Celebrity contributors and bloggers, include prominent journalist Rihab Daher; celebrated Saudi poetess May Kutbi; celebrity insider Sonitta Nader; beauty expert Joelle Mardinian; international media celebrity Afef Jnifen; gifted young designers Aiisha Ramadan, Farah Al Asmar and Nahida Kaddoura; experienced editor Asmaa Mohamed; and bright young editors Noora Al Ibrahim, Nawal Ali and Ola Khsearoof.

“We are a creative, talented and enthusiastic team with extensive experience and diverse backgrounds. We all bring exciting new ideas and contributions to Our aim is to make the brand an enduring success story as we grow our audiences regionally”, Sakr said.

Among the portal’s distinctive features are interactive mood boards, and an original series of webisodes - a line-up of free ‘how to’ video tutorials, featuring step-by-step lessons taught by experts on beauty treatments, fashion and several other topics of interest.

We invite you to visit today and tell us what you think.


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