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March 30, 2008

Yahoo Shines A Light On Women 25 To 54

Duncan Riley

49 comments »

shine.jpgYahoo 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.

shine2.jpgshine3.jpgshine4.jpg

CrunchBase Information
Shine
Sugar Inc
Glam Media
iVillage
Information provided by CrunchBase
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This entry was posted on Sunday, March 30th, 2008 at 10:47 pm and is filed under Company & Product Profiles. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.

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Comments

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  1. * Miss Universe

    March 30th, 2008 at 11:00 pm

    . :-D

    Love it. This will be a dream come true for some advertisers!

  2. Yakov

    March 30th, 2008 at 11:02 pm

    They have to get Quintura site search widget to spice it up

  3. Pat Moore

    March 30th, 2008 at 11:03 pm

    “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!

  4. Rockstar

    March 30th, 2008 at 11:04 pm

    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.

  5. AnonTroll

    March 30th, 2008 at 11:06 pm

    Did you have to think hard for that headline?

  6. Face of the Day

    March 30th, 2008 at 11:08 pm

    Ya and I too(I mean my blog) ……

    http://facceoftheday.blogspot.com

  7. YDRIVE

    March 30th, 2008 at 11:14 pm

    Nice alternative to Glam :-o

  8. PSP

    March 30th, 2008 at 11:18 pm

    the site looks beautiful.

  9. Duncan Riley

    March 30th, 2008 at 11:18 pm

    @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 :-)

  10. Paul Short

    March 30th, 2008 at 11:19 pm

    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.

  11. Christoph Jaggi

    March 30th, 2008 at 11:34 pm

    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.

  12. Leo F. Swiontek

    March 30th, 2008 at 11:43 pm

    Superb!!!, nice way for women to look trendy & glamorous .

  13. Sunil

    March 30th, 2008 at 11:51 pm

    Looking great, Where is the portal for Man? :)

  14. 113.com

    March 30th, 2008 at 11:56 pm

    Site layout is neat.

  15. Prokofy Neva

    March 31st, 2008 at 12:03 am

    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!

  16. 113.com

    March 31st, 2008 at 12:06 am

    Looks nice for the 1280×1024′ers or even those 1024×768′ers… :-o

  17. sean coon

    March 31st, 2008 at 12:08 am

    awesome. my girlfriend just turned 25to54. she’ll love it.

    /sarcasm

  18. Atorips

    March 31st, 2008 at 12:08 am

    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

  19. Atorips

    March 31st, 2008 at 12:12 am

    Photo Frames Wholesaler
    Did you have to think hard for that headline?

  20. yahoolosers

    March 31st, 2008 at 12:23 am

    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.

  21. Jaisen

    March 31st, 2008 at 12:29 am

    @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.

  22. Errol Mars

    March 31st, 2008 at 12:29 am

    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.

  23. WEN

    March 31st, 2008 at 12:30 am

    this kind of property will be an easy instant success for yahoo, just like their OMG!, yahoo is still strong at media.

  24. YDRIVE

    March 31st, 2008 at 12:30 am

    Presumably still true for being late than never… :-|
    cf., friendster –> myspace –> facebook –> :-D

  25. Web Design

    March 31st, 2008 at 12:40 am

    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.

  26. Jacques Snyman

    March 31st, 2008 at 12:42 am

    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.

  27. Lelia Katherine Thomas

    March 31st, 2008 at 1:53 am

    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.

  28. Medea

    March 31st, 2008 at 2:04 am

    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.

  29. glistens1

    March 31st, 2008 at 3:31 am

    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?

  30. Dee

    March 31st, 2008 at 3:52 am

    Yawn. Same old crap that magazines published years ago.

  31. chandrasekar

    March 31st, 2008 at 4:09 am

    I like your blog

  32. World Peace And Prosperity Mandate

    March 31st, 2008 at 6:43 am

    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!

  33. John

    March 31st, 2008 at 8:15 am

    Women are the buyer where men are the gazer. This make perfect sense. We just launched JoosJoos.com for that matter.

  34. Harry Wang

    March 31st, 2008 at 8:49 am

    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

  35. Janice

    March 31st, 2008 at 9:57 am

    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.

  36. whoopie

    March 31st, 2008 at 9:58 am

    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.

  37. Drew

    March 31st, 2008 at 10:22 am

    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.

  38. ohgeez

    March 31st, 2008 at 11:16 am

    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

  39. Riprap

    March 31st, 2008 at 11:48 am

    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.

  40. Dahlia Rideout

    March 31st, 2008 at 11:54 am

    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.

  41. sambay

    March 31st, 2008 at 2:22 pm

    Seems like someone needs to re-read the Peanut Butter Manifesto
    http://online.wsj.com/public/a.....61125.html

  42. Sally Wu

    March 31st, 2008 at 2:38 pm

    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.wordpress.com/2.....perfluous/

  43. Pat Moore

    March 31st, 2008 at 3:13 pm

    @duncan (#9) — but it will live on in the permalink :-)

  44. Lynda

    April 1st, 2008 at 9:38 pm

    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.

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