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Yahoo Launches SHINE for Women

Marketing to women through Yahoo's niche media about lifestyle and work

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Yahoo launched a new Web site aimed at women in March 2008. The site, called "Shine," will feature original blogs and content from major publishing partners including Conde Nast, Hearst, and Time.

The site is Yahoo's latest foray into vertical sites, which include the popular Yahoo News and Yahoo Finance, as well as Sports and Entertainment, and the much less popular Yahoo Tech and Yahoo Green Tech. Shine is also Yahoo's first targeting a specific audience and not just a topic.

Women as a demographic is a good target, particularly given the number of women who use Yahoo (40 million women between the ages of 25 and 54 every month) and the fact that females tend to blog more than males.

This is really a key audience for Yahoo and are addressing women as 'chief household officers'.

Hybrid content includes articles and original blogs from a range of sources, including Glamour,,, InStyle, Cosmopolitan, Harper's Bazaar, Women's Health, and Good Housekeeping...and readers.

Eight editors are overseeing the various sections (such as home, parenting, fashion, culture, and career) and the editor in chief is Brandon Holley, former editor in chief of Jane magazine.

Shine readers will be able to start their own blogs and that content, if deemed worthy, can end up as some of the featured content in different sections on the site.


Edited by Carolyn Allen
| women | workspace | home | lifestyle | LOHAS |


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