Shine on Yahoo

On Monday Yahoo launched a new site aimed at women in the 25-54 age demographic. The site is called Shine. The site focuses on beauty, entertainment, money, health and other important topics that interest women.

Yahoo hopes women take a Shine to site
The Web firm’s new offering focuses on female interests and buying power.

By Jessica Guynn
Los Angeles Times Staff Writer

SAN FRANCISCO — Yahoo Inc. is making a fresh appeal to a key demographic: women.

Launching today is Shine, a Yahoo website aimed at women ages 25 to 54. It will delve into fashion and beauty, entertainment, parenting, work and other areas of interest to women.

Yahoo’s future is uncertain in the wake of Microsoft Corp.’s takeover bid. But the Sunnyvale, Calif., Internet giant is continuing to launch new products in pursuit of advertising dollars. With Shine, it’s banking that its highly trafficked brand, which has created such popular destinations as Yahoo Finance, Sports and News, can make a similar play for women.

Shine will collect content from women’s magazines and bloggers in a one-stop shop with a distinctive voice, said Brandon Holley, who joined Shine as its editor in chief from stints at Elle Girl and Jane. Yahoo’s Santa Monica-based media group is launching it.

“Shine is going to be a magnet for women looking to come to one place to get the best information built for women,” she said.

Women constitute a desirable audience for online marketers in part because they outnumber men. There are 81 million U.S. women aged 18 and older on the Internet compared with 77.8 million men, researcher EMarketer Inc. found.

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