Yahoo Launches Women's Site

"Shine" Web Site Aimed At Women Between Ages 25 And 54

(PaidContent.org)  This story was written by Rafat Ali.

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Yahoo (NSDQ: YHOO) has launched its ambitious woman's site called Shine, bringing together content from other smaller sections of Yahoo, with original content and syndication deals with the likes of Conde Nast, Hearst, Rodale, Time Inc and others. The site is aimed at women between ages 25 and 54, something that the company thinks it has underserved till now, even though it has as many as 40 million women who come to the site each month, the company said. It has content in nine specific categories: Fashion & Beauty, Food, Healthy Living, Work & Money, Love and Relationships, Parenting, At Home, Entertainment & Culture, and Astrology.

The new launch comes as there is speculation that the Microsoft-Yahoo deal may finally be announced this week.

Earlier today I spoke to Scott Moore, SVP and head of Yahoo Media, who said that the company has been working on the new site for about six months, He explained that for the longest time, Yahoo had been developing sites focused on topics (for instance Food, Sports and others). Now, with Shine, it has started developing site based on audiences/demographics, and in this case a big one, and lucrative to advertisers. He said that this is the first time Yahoo has gone with a blog-feel to a site (with a very un-Yahoo like, slicker-feeling look), though Yahoo Sports had been experimenting with it on a smaller scale before. Yahoo has hired an editorial team, to populate the site with original stories and blog posts.

The company is folding in its astrology section for good, and now incorporating it within Shine, Moore told me. Also, Food, which still remains a separate site, has most of its content replicated onto Shine (and may ultimately be folded in, my guess). Other Yahoo sections contribute to Shine as well. As for the content syndicated from third party, he wouldn't disclose the specifics, but suffice to say there are financial incentives in those deals with Conde Nast and others.

The site will be competing against the likes of iVillage, and then the ad network served by Glam Media. If and when the Microsoft (NSDQ: MSFT) deal goes through, would be interesting to watch how much of such efforts by Yahoo are kept around.

[fibonacci_]

Cool, then women can talk about how much they hate se*x, and how complicated they are. And how they think in a loop constantly about the state of their relationship.

[republic1776]

cantshutup,
It''s Yahoo not Google.
You a Blonde?
: )

[xrucifer]

Another lame move by the dying Yahoo. Who ever is running things there and making policies has doomed Yahoo.

They have lost their lead on the internet due to "big" ideas like this one. I was recently notified by yahoo that they will now only handle rated "G" content...personal photos etc. They are not and never will be The Disney Channel.

The jettisoning of "adult" profiles on Yahoo is the nail in the Yahoo coffin that will make Microsoft''s buy out offer far too generous. The Yahoo stockholders are taking a huge financial bath due to Yahoo''s total bungling of the marketplace.

Yahoo execs are totally out of touch with the real world of the net Yahoo is Internet version 1.1 We are heading towards Internet version 3.0 ...streaming High Def video on demand. Go Google!

[michellem99-2009]

Too blooy pink..Ye right dumb..

[michellem99-2009]

I am a woman and alot of the stuff for us bore me..Men can read that stuff if they like. I am not in to that gig. Growing up I playing with boys toys..To me a male had it all..Great education.have their dream job..They came first..I was raised on the mommy gig and I never had them..I am 53..At my age . I was told at 45 paws off this/that.. That is for males..I told my friend no way . How about a site for both.

[bobhoffma]

why not one also for men?, are you a sexist site?

[rf35]

Why astrology? Do most 25-54 year old women actually believe that c.rap?

"I can''t go out with you because my horoscope says this is a bad time to begin a relationship. Call me next month when Mars is in retrograde."

Gimme a break!

[rational_1]

How''d they pick 25-54 years of age? Why 54 as the maximum?

So if you happen to be 55 does the web site sniff it out, call you an old bag and re-route your browser to the AARP?

[cantshutup]

I''m a woman...I checked out "shine"...I won''t ever use it...Check it out, as soon as it pops up it looks wimpy, pink, froo-froo, small-brained, boring...NO THANKS GOOGLE!!!!

[oleander8]

OH - PUH-LEEZE!!!!!!!!!!!!!!!!!!!!