Yahoo Launches Shine, Site for Women

Teams With Magazines for Content

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NEW YORK (AdAge.com) -- Yahoo launched its women-focused property today. Coined Shine, the site is helmed by former Jane editor in chief Brandon Holley and includes licensed content as well as original content from many magazine industry refugees, such as Jennifer Romolini (formerly of Lucky), Erin Flaherty (ex-Jane), Valerie Rains (ex-Blueprint) and Anne Ichikawa (ex-Flip.com).
Yahoo execs said the goal for Shine is to be No. 1 in unique visitors.
Yahoo execs said the goal for Shine is to be No. 1 in unique visitors.

The launch of the site might seem to stray from Yahoo's previously announced strategy to focus on its "starting points," such as Yahoo's e-mail, search and personalized home pages, or established verticals such as Yahoo Finance or Yahoo Sports. But Amy Iorio, general manager of Yahoo Lifestyles, said it supports the starting point strategy because "Yahoo is a starting point for 40 million women." She said Shine is meant to help Yahoo be "one stop for everything you want."

Competition for Glam, iVillage
No doubt it's certainly a way for Yahoo to go after the territory of women-focused ad network Glam Media and NBC Universal's iVillage. The goal for Shine is to be No. 1 in unique visitors, said Yahoo execs. Of course, it's got a big head start with Yahoo's massive audience.

Ms. Holley said the site will be edgier than some of the current women's fare. "It's not Jane -- that was specific and too niche-exist," she said. "But voice is really important to me." She said focus groups of women said they felt mainstream media was too humorless and too often talked down to them. Sample headlines from day one? "21's Kate Bosworth talks about film, road trips and cheating" and "Carla Bruni-Sarkozy: We think you're awesome."

It's also a bit of a consolidation play: Yahoo Food will be folded into Shine, Ms. Iorio said. "It's creating efficiency -- a bigger lifestyle play made sense vs. a niche one," she said.

Shine will depend on media partners such as Hearst Magazines, Rodale, Time Inc. and Eating Well magazine for some of its content. Through a variety of licensing, syndication and revenue sharing deals, articles from titles such as Redbook, Harper's Bazaar, Good Housekeeping, Marie Claire, Prevention, Men's Health and In Style will be posted at the site.
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