Yahoo! Launches Shine, A Niche Site For Women

Posted Mar 31, 2008

“These women were sort of caretakers for everybody in their lives,” stated Amy Iorio, VP of Yahoo! Lifestyles in reference to internal research that suggested women are looking for a site that relates to the content and communication that they are interested in. “They didn’t feel like there was a place that was looking at the whole them â?? as a parent, as a spouse, as a daughter. They were looking for one place that gave them everything.”

Yahoo! announced today that they have launched a web site called Shine that is intended to appeal to women between the ages of 25 and 54.  Yahoo! hopes to earn revenue from advertisers that are looking for avenues to campaign towards that specific demographic. 

What makes this move interesting is the number of competitors that have benefitted already from serving this demographic.  This includes Glam Media Inc. and iVillage.  Earlier this month, I also wrote about Carolyn & Co., a company started by the former judge of Donald Trump’s The Apprentice and is sponsored by Yahoo! Small Business.

Yahoo! Shine has several categories aimed towards appealing to this specific demographic.  These categories include Fashion, Beauty, Healthy Living, Entertainment, Parenting, Love+Sex, Work+Money, Food, At Home, Astrology, and Speak Up.  Speak Up is a blog written by Annette Cardwell, Managing Editor of Lifestyles/Tech at Yahoo! that focuses on a Question of the Day feature where readers provide their stance on random topics such as whether you would report a co-worker looking at XXX material at work. 

One of Yahoo!’s core strengths is execution.  The company can quickly create portals and gain enough interest to make deals with high-end campaigns.  Last year, Yahoo! launched, a celebrity gossip site that is competes with AOL’s  I thought that the site wouldn’t take off as much as it did, but KMart has a Style Off campaign that sponsors the site. 

I would not be surprised if companies like Victoria’s Secret or Forever 21 sponsors Shine since they cater to the same demographic.  Let’s not forget to mention that Google, Microsoft, Yahoo!, and AOL now own major advertising properties itching to expand their client-base.

Information Source:
1.) Associated Press: Yahoo launches site focused on women by Anick Jesdanun]