Yahoo! Shine holds secrets of women's daily lives

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Internet media company Yahoo! Inc. on Monday is introducing a new Website for women, called "Yahoo! Shine". The new media site, aimed at women between the ages of 25 and 54, focuses on women's routine lives.

The new site compliments a string of sites that focus on gadget enthusiasts and food lovers, and is the latest in Yahoo’s list of popular sites including Yahoo news, finance, sports, entertainment, and even the unpopular Yahoo Tech and Yahoo Green, the Internet giant said on Sunday.

With the launch of Yahoo! Shine which is company's first site that targeting a specific audience and not just a topic the Sunnyvale, California-based company will see itself competing with offerings from fashion- and celebrity-news major Glam Media, Sugar and iVillage.

Yahoo! Shine features nine separate content areas and 38 sub-topics that aim to provide the information most relevant to women’s daily lives. Yahoo! Shine’s nine categories include Fashion & Beauty, Food, Healthy Living, Work & Money, Love and Relationships, Parenting, At Home, Entertainment & Culture and Astrology. No video content has been added to the site yet.

“We’re executing on Yahoo!’s starting point strategy by ensuring that women who start their day with Yahoo! are offered a more relevant experience,” said company’s senior vice president and head of Yahoo! Media, Scott Moore. “Yahoo! Shine adds an important piece to our Media portfolio, which already includes sites that are number one in the News, Sports, Finance and Entertainment categories.”

The site will attract not only the women visitors but also the advertisers who will find here a single lifestyles destination to reach female (age 25-54) audience, the coveted demographic which Yahoo! has designated as “Chief Household Officers.”

According to Yahoo!, 40 million women between the ages of 25 and 54 visit its websites each month. And, the latest data from researcher EMarketer Inc. show that 81 million U.S. women aged 18 are on the Internet compared with 77.8 million men.

For its lifestyle category, Yahoo! Shine has partnered with the top content providers, including Condé Nast Publications and CondéNet, Hearst Corporation, Rodale, Inc., Time, Inc. and Eating Well Media.

Articles and original blogs will come from various sources, including Glamour, Epicurious.com, Style.com, InStyle, Cosmopolitan, Harper's Bazaar, Women's Health, and Good Housekeeping.

Eight editors are overseeing the various sections such as home, parenting, fashion, culture, and career, while Lifestyles publishing veteran Brandon Holley serves as Yahoo! Shine’s editor-in-chief.

In addition, Yahoo also encourages contributions by Shine readers. Users, who have Yahoo email, will be able to start their own blogs instantly and they can also buzz articles shown at Shine.