Yahoo on Monday will launch a new Web site aimed at women. The site, called "Shine," will feature original blogs and content from major publishing partners including Conde Nast, Hearst, and Time.
The site is Yahoo's latest foray into vertical sites, which include the popular Yahoo News and Yahoo Finance, as well as Sports and Entertainment, and the much less popular Yahoo Tech and Yahoo Green. This site is Yahoo's first targeting a specific audience and not just a topic.
Yahoo aims to be the top destination site in the lifestyles category, said Amy Iorio, general manager of Lifestyles at Yahoo. Women as a demographic is a good target, particularly given the number of women who use Yahoo (40 million women between the ages of 25 and 54 every month) and the fact that females tend to blog more than males.
"This is really a key audience for Yahoo," she said. "We've been calling them 'chief household officers' internally."