Women Shine at Yahoo

Yahoo has launched a brand-new site, Shine, which will target women aged 25 – 54. Yahoo feels that their current sites are under representing this key group, so they hope that Shine will help them tap into this lucrative market. Shine will be Yahoo’s first site that is aimed at one specific demographic, although the search engine giant already hosts a number of themed sites on finance and sports, which draw a very specific audience.

It is hoped that Shine will be a successful venture for Yahoo, helping the ailing search engine giant to regain some much-needed advertising revenue. Indeed, it is thought that this site will make Yahoo a much more appealing prospect to new advertisers, particularly those in the retail, pharmaceutical and consumer-packaged goods sectors.

Shine offers users a wide range of content that’s divided into nine different categories, which include Fashion and Beauty and Parenting. Some of the content will be syndicated from a number of popular lifestyle publishers such as Conde Nast and the Hearst Corporation, which publishes Cosmopolitan, Good Housekeeping and Redbook.

However, Yahoo has also hired an editorial team who will publish original stories daily, as well as choose the user blog posts that will feature prominently on the site. The editors will also be responsible for seeking out interesting articles from other areas of Yahoo, which will also be featured on the Shine site. Like their new Buzz service, Yahoo’s Shine will have a form similar to a blog, showing the newest items on top of the page, alongside commentary from a member of the editorial team.

Shine is expected to focus its editorial content on a number of subjects affecting women, including parenting, beauty, sex and love, alternative medicine, healthy living, career and money, entertainment, fashion, food, astrology, tarot and home life.

Amy Lorio, Yahoo Lifestyles vice president, said the company’s internal research indicated that women were looking for a one-stop shop of a site that would bring together a rich variety of content with communication tools. She said: “These women were sort of caretakers for everybody in their lives. They didn't feel like there was a place that was looking at the whole them — as a parent, as a spouse, as a daughter. They were looking for one place that gave them everything.”

By launching Shine, Yahoo is entering a market that already features some major companies such as Glam Media Inc and iVillage, which is a unit of NBC Universal.

Yahoo's decision to launch Shine reflects their new media strategy to create a network of consolidated themed sites that will appeal to mass audiences. The company first began to implement this strategy in May 2006 with the launch of Yahoo Tech and they built on it later that year with Yahoo Food. According to research from Hitwise, these ventures have been a resounding success; Yahoo Tech now ranks in the top five US technology media sites and Yahoo Food is in the top 10 food lifestyle sites. However, it is thought that Shine will eventually replace Yahoo Food.

Source:

Associated Press
Reuters

Article Source: http://www.articlesfeed.com

Samantha Srillian is a freelance writer, as well as a naturally gifted psychic medium and tarot card reader. She is interested in alternative therapies, angels and spiritual healing.

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