Yahoo! Launches website exclusively for women ‘Shine’

In an effort to obtain additional opportunities to sell advertising targeted to the key decision-maker in many households, Yahoo! has launched ‘Shine’, a site for women between ages 25 and 54. Yahoo! said it has received requests for more ways to reach these consumers by advertisers in consumer-packaged goods, retail and pharmaceuticals.

Brandon Holley, Shine’s editor-in-chief, has said that Shine will combine content from three main sources:

1. The “best bloggers and writers” from women’s magazines and online sites.
2. Other Yahoo! vehicles, such as Yahoo! Food and Yahoo! Tech.
3. Shine’s readers themselves.

“These women were sort of caretakers for everybody in their lives,” Amy Iorio, vice president for Yahoo! Lifestyles,” said, adding internal research also shows women are looking for a site to combine various content and communication tools. “They were looking for one place that gave them everything” she said.

“Our goal is to grow visits to key Yahoo! starting points and properties, where users enter the Internet, by 15 percent year-over-year over the next several years. We are the most visited site in the US, and we continue to grow — we experienced double-digit growth [among] users in 2007 on our Yahoo.com home page,” a letter to shareholders by Yang, dated February 13, said.

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