How about that Mamamia. The male business heads of Mia Freedman's mummy blog turned multi-fangled women's digital empire were spruiking it to advertisers in Sydney this week, when executive chairman Jason Lavigne explained how he and his wife (Freedman) invented the internet as we know it.

"We were the first to market with a women's website," he said in comments quoted by AdNews. Which in Australia, is plausible. But wait. Mamamia, you see, was also the first "to build an engaged, affluent, female audience" (tell that to the Women's Weekly). It was "the first publisher to use social media to amplify content". Mamamia, Lavigne reckons, was even "the first media company to launch podcasts"!