Yahoo introduces Shine, a site for women

Yahoo Inc is introducing a new media site focused on women’s
daily lives, the latest in a string of sites that include ones for gadget
enthusiasts and food lovers, the company said on Sunday.

The Sunnyvale, California-based company said the new site,
called “Shine,” offers nine categories ranging from Fashion &
Beauty to Parenting. It syndicates material from popular lifestyle publishers
including Conde Nast and Hearst Corp.

The site is aimed at roughly 40 million women between the
ages of 25 and 54 and aims to make Yahoo more relevant to this demographic,
which is highly appealing to brand advertisers.

Yahoo’s media strategy has been to create consolidated
thematic sites designed to appeal to mass audiences. The company introduced
Yahoo Tech in May 2006 and Yahoo Food in November 2006. According to market
research firm Hitwise, Yahoo Tech ranks in the top five of U.S. technology
media sites and Yahoo Food ranks in the top 10 of food lifestyle sites.

Yahoo has hired an editorial team to publish original
stories on a daily basis as well as to select user blog posts to feature
prominently on the site. Shine also offers items from existing Yahoo sites
covering food, astrology and health.

 

Yahoo Shine is located at http://shine.yahoo.com/.