Yahoo Shine: New women’s site
Yahoo has launched a new website targeted specifically at a female audience.
Yahoo Shine, aimed at women aged between 25 and 54, publishes a selection of lifestyle stories for what Yahoo has identified as a key demographic for the company.
The new site carries material on topics including fashion, entertainment, health, money and relationships for a projected audience of around 40 million women.
Through providing a platform with a tighter demographic target than its mainstream portal, Yahoo will hope to attract high value branded advertising.
The move is an expansion on Yahoo’s existing formula of developing themed sites for mass audiences, such as Yahoo Tech (launched May 2006) and Yahoo Food (November 2006), which have proven popular with users. According to data from Hitwise, both sites rank top 10 in their respective sectors.
Stories on Yahoo Shine will be either be created by an inhouse editorial team or syndicated from media providers such as Hearst Communications Inc. (owners of publications such as Cosmopolitan and Good Housekeeping) and Rodale Inc. (publishers of Women’s Health).
The Shine format will be to present items in a blog form, including commentaries from editors to drive interaction and create a sense of community.
Amy Iorio, VP of Yahoo Lifestyles, says the site will be a one-stop shop for women that will combine different types of content and communication tools they are looking for.
“These women were sort of caretakers for everybody in their lives. They didn’t feel like there was a place that was looking at the whole them — as a parent, as a spouse, as a daughter. They were looking for one place that gave them everything.” said Iorio.
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