Yahoo invites women to Shine

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Microsoft withdraws proposal to acquire Yahoo
Microsoft withdraws proposal to acquire Yahoo

Yahoo debuted a new Web site today, Yahoo Shine, that aims to be a homepage destination for women ages 25-54, which represent 40 million Yahoo users.

The site provides women with a one-stop location to check e-mail, search the Web and find information about recipes, health tips, fashion secrets and parenting tips, according to Amy Iorio, VP of Yahoo Lifestyles.

“Yahoo is a starting point for many women and we wanted to create a homepage that gives these women all of the information that they are looking for,” Iorio said. “It also gives our advertisers who are looking to target this demographic a more targeted location to run ads.”

While Iorio would not say who the advertising launch partners are at this point, she did say that toothpaste manufacturer Crest is currently running ads on the site. Iorio also said that the site is being looked at by advertisers in the consumer packaged goods, pharmaceuticals and retail categories.

The site is divided into nine categories: Fashion & Beauty, Parenting, Food, At Home, Healthy Living, Entertainment & Culture, Work & Money, Astrology and Love & Relationships.

Shine features content from other Yahoo pages including Yahoo Food, Yahoo Astrology and Yahoo Health, as well as incorporate content from publishing partners Condé Nast Publications, Hearst Corporation and Time Inc.'s InStyle. In addition, a new editorial team headed by editor in chief Brandon Holley will develop original stories on a daily basis, which will be posted throughout the day. The site will also contain a user-generated blog.

“The content will be served up in short form snacks for women on the go, that can be read quickly while making breakfast for the kids or in between meetings,” Iorio added. “We are targeting the ‘chief household officers,' who want fashion and health tips while they are managing their busy lives.”

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