Yahoo has launched Shine, a new content portal aimed at women aged 25 to 54.
At its core, Shine is a large blog with magazine style layout. Content is broken up into various subcategories with the front page highlighting the newest content from across the site. Topic areas include parenting, sex and love, healthy living, food, career and money, entertainment, fashion, beauty, home life, and astrology.
The Wall Street Journal quotes Amy Iorio, vice president for Yahoo Lifestyles saying internal research shows women are looking for a site to aggregate various content and communications tools:
“These women were sort of caretakers for everybody in their lives,” she said. “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.”
With Shine, Yahoo will find itself competing with offerings from Glam Media, Sugar and iVillage. Screenshots as follows.
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Love it. This will be a dream come true for some advertisers!
They have to get Quintura site search widget to spice it up
“Yahoo has launched Shine, a new content portal aimed at women aged 25 and 54.” … damn you were too quick to correct it. I thought it was a website for a very, very narrow audience!
Not a bad idea, as the female market is quite a lucrative market to be involved with. I haven’t explored the site too much yet, but I am not sure if it will attract the dedication of independent blogs or ones as part of a blog network.
Did you have to think hard for that headline?
Ya and I too(I mean my blog) ……
http://facceoft...ay.blogspot.com
Nice alternative to Glam
the site looks beautiful.
@AnonTroll no
@pat moore only up for a few secs, I need to pay more attention to the auto correct on the spell/ grammar checker
Good to see a major online biz do something that produces original niche content rather than just aggregating or depending on user generated stuff.
Actualy, that’s a kudos for 2 sites doing original content – B&N’s Quamut.com ADN Yahoo!’s Shine.
Yahoo is seeing astrology as a key component in this market segment, which is absolutely correct. What seems odd is that their supplier for astrology content is iVillage (astrology.com), a company that is at the same time a key competitor for the same audience. Yahoo would probably be better off starting to work with another astrology supplier, so that it features different (and better) content than iVillage.
Superb!!!, nice way for women to look trendy & glamorous .
Looking great, Where is the portal for Man?
Site layout is neat.
Hate it. Too much white space, type is too big as if they need to have LARGE TYPE for old folks lol.
Why do they think women who care-give all day and night want to read about…care-giving on their blogs late at night ROFL. Wrong!
Looks nice for the 1280×1024′ers or even those 1024×768′ers…
awesome. my girlfriend just turned 25to54. she’ll love it.
/sarcasm
Good to see a major online biz do something that produces original niche content rather than just aggregating or depending on user generated stuff.Shin is very good!
glass furniture
Photo Frames Wholesaler
Did you have to think hard for that headline?
wow once again yahoo is late to the party. i wonder what genius at yahoo got the idea to finally go ahead and copy perezhiton, popsugar, etc.
YAHOO is not an innovator. Boring… next.
@yahoolosers
My guess is that it was some genius at Yahoo that realizes that they have probably 10,000x as many women (25-54) who use their products than both of those sites combined. Yea…what a moron…he probably thought targeted advertising to a lucrative niche would make them money. BOOOORING.
This is the kind of things Yahoo should have been doing more of. Yahoo should have owned the social networking space, they had a head start with their Yahoo Chat service but didn’t take advantage of it now they are making some good moves again but just a bit to late. I do like what they have done with Shine.
this kind of property will be an easy instant success for yahoo, just like their OMG!, yahoo is still strong at media.
Presumably still true for being late than never…
cf., friendster –> myspace –> facebook –>
The glossy magazines must be tearing their hair out. Not only are newspapers experiencing a huge decline in conventional readers, but the glossies are feeling the pinch too, so news like this can hardly be pleasing to them! Online is rapidly eroding the conventional above and below the line marketing model.
The best performing demographic for facebook is currently the 25+ age bracket. Seems targeting of this demographic is high on the online agenda of many.
That’s right, because not only do women need their own places, but those places need to be about how sexy/unsexy men are, what men think and want, as well as what to wear. OMG, LOL, hehe. Please.
But yeah, most women will eat it up, I suppose. Meanwhile, I’ll go lounge about the tech and gaming sites with the guys.
A very clever move from Yahoo. They are still a major player when it comes to content. Nice. Will work fine given their traffic and monetizing tools.
I am 55 and have two daughters 14 and 19 who I have raised alone since 1998 with basically no support. One daughter is in second year university with five years left to go and one is in grade nine. I suppose the site has forgotten that so many have children later in life now, for one thing. I am sure, though, that I couldn’t possibly have anything in common with that age group. Those hosting this site couldn’t possibly have ageism issues, be stereotyping women, could they?
Yawn. Same old crap that magazines published years ago.
I like your blog
I wish yahoo more success, but my experience tells me that most women online are not interested in reading blogs. They would rather be shopping than reading!
Women are the buyer where men are the gazer. This make perfect sense. We just launched JoosJoos.com for that matter.
Now that they have their own website (in addition to the multitude of others for them…”sugar” sites and that pesky “Glam” network anyone?), maybe we can tone down the man bashing and man ridicule in the mainstream entertainment industry. Anyone tired of men being portrayed as total bafoons (for the last decade or so)? [/minor rant]
Harry “possibly making a website for men” Wang
I agree that it’s a great move by Yahoo. I also think it’s smart that they have a career and money section, something missing on most big women’s sites. I generally find that stuff on Divine Caroline (a big site that does have a money section) and niche sites like Damsels In Success (which has really interesting real life career advice). I think Shine’s content in this area doesn’t compare to some of these other sites but I’m sure it’s too soon to tell.
welcome to the internet, where millions of data sources and thousands of tools to combine/slice/dice and search means never having to deal with someone else’s idea of what a “focus group” or “demographic” is.
in other news, yahoo assumes all adult females read the same content. now models for suicide girls can get together with bible-thumping creationists and really get to know one another.
Great idea yahoo. This will nicely add to your already appealing ad offering.
Anyone who thinks this can’t compete with glam or sugar is dead wrong. They’ll get more traffic than those two in a few months by driving eyes through the front page to top stories.
this is the main problem:
no body cares
yes they will get viewers
no one clicks on the ad’s
oh, and btw.. advertisers dont have money growng on trees….
all these biz models depend on ad $$ but there is only so much $$ to go around
Been there done that. Yahoo already did this way back in 1997 with Beatrice’s Web World (cobranded with Women’s Wire). Women, tired of being pandered too as needing a “special” place on the web, avoided it in droves.
It always amuses me when companies launch demo-ad engines like this and try to claim that (a) they are being new and innovative and (2) they are providing a valuable resource.
Good move for Yahoo, its a demographic which hasn’t been targeted well online. Glam and Sugar focus on fashion, gossip. iVillage and Divine Caroline are the only others that take a broader approach.
Seems like someone needs to re-read the Peanut Butter Manifesto
http://online.w...k_20061125.html
I checked out Shine and it looks like the same old thing that people can already find on tons of other “female” oriented sites. What’s the big deal?
It feels like a lot more of the same; where’s the tech stuff, stock stuff, sports???
I just wrote about this on my blog, too: http://webpoet....31/superfluous/
@duncan (#9) — but it will live on in the permalink
I was prepared to dislike it but I actually think Shine has a modern, web centric vibe that will be popular with a large group of us gals. It is easy to scan, has great photos, snappy text and is developing a voice. I think of it as a mash up of the more mainstream Conde Nast publications (Lucky, Domino) with a dash of O and Real Simple. Perfect for when I need a break and don’t have a glossy magazine nearby. A definite bookmark for me.
Their big challenge I think is to get the passionate followers of blogs/newsletters (Decor8, Not Martha, DailyCandy, Coquette, etc.) to add the entire site to their RSS feed or bookmark. From our experience at Delight.com when we are featured on one of these blogs we get hundreds/thousands of visitors who whip out their credit cards to purchase the item that is featured. Hopefully we will get a chance to see how devoted the Shine audience is.
Why intelligent women hate Yahoo Shine
In my time blogging with Shine (and I have others blogs) Yahoo Shine has the most HATEFUL readers. However, they all hide, and funny enough they do not comment on anything of substance, only complete trash (in mass). Now, finally Sarah Palin got a lot of women talking about something other than their cheating boyfriend. When I have news to get out there, I post-not for the comments, but Yahoo spends so much money to have a cozy top spot with Google, and they advertise great…so I let them do the work for me.
It’s kinda sad, but I always leave Yahoo Shine depressed…like ‘what happened to the women in America?’ Too bad there’s not too many intelligent women on Shine, and it sure gives women in America a bad name.