Friday saw the launch of Gadgette, a new online consumer technology publication from Editor in Chief Holly Brockwell and Creative Agenda, publisher of tech and business news site The Memo. Gadgette follows on from Holly’s work as Editor of ShinyShiny, which proved there is a strong audience of female early-adopters keen to be spoken to as equals. Its launch on the final day of London Technology Week was in response to the increasing importance of women in tech and the need for a publication to serve this growing audience. The launch will be supported by advertising for the Honor 6+ smartphone, which Holly uses as her personal handset.
Gadgette Editor in Chief Holly Brockwell says, “Without meaning to, mainstream tech sites and the big brands often talk down to women or ignore them entirely. We specialise in covering tech in a way that’s actually useful for women, like which smartwatches aren’t going to look ridiculous on a female wrist – and we’re delighted to have the support of pioneering tech brands like Honor. It's vitally important that women are better represented in tech, yet there are very few friendly, female-led spaces to read and talk about it. Gadgette is for women, by women, and frankly it's about time.”
This year’s London Technology Week saw a renewed focus on the role of women in the tech industry. Microsoft and Apple have been praised for the role women have taken in recent launches, but, despite significant progress, a recent study by Tech London Advocates has shown that 23 per cent of tech companies in London have no women in senior roles. Gadgette aims not only to appeal to the growing audience of women interested in and engaged with tech, but also to highlight the central role tech plays in the lives of those people who use it every day.
According to Gadgette, as well as tech, the site will offer female-focussed stories from other topic areas, including opinion pieces on feminist issues, the latest from the fast-paced world of social media, and what to watch. Launch articles include an exploration of what it’s like to change gender if you don’t have Caitlyn Jenner’s budget, a review of Rashida Jones’ new Netflix documentary, and an investigation into why men send women unsolicited “dick pics”.
This is the perfect time for a tech site for women. Social media has given a new force to feminism; the world is finally waking up to the idea that women belong in tech just as much as men do. Women, of course, have known this all along.
Alex Depledge, co-founder of Hassle.com and Chairman of Coadec comments: “Tech is now an integral part of everyone’s lives, rather than a niche topic. And yet existing tech media have been slow to embrace women as a key part of their audience, despite brands actively trying to reach female decision-makers. It's not just about women who use technology, Gadgette is vital in showing that careers in technology are accessible to women.”
Gadgette is the second publication from publishers Creative Agenda.
