[AI] Yahoo launches site for women

renuka warriar erenuka at gmail.com
Mon Mar 31 10:29:58 EDT 2008

The Hindu News Update Service
News Update Service
Monday, March 31, 2008 : 1050 Hrs       

Sci. & Tech.
Yahoo launches site for women 

New York (AP): Yahoo Inc is launching a new site for women between ages 25 and 54, calling it a key demographic underserved by current Yahoo properties.

Monday's launch of Shine is aimed largely at giving the struggling Internet company additional opportunities to sell advertising targeted to the key decision-maker
in many households. Yahoo said advertisers in consumer-packaged goods, retail and pharmaceuticals have requested more ways to reach those consumers. 

Amy Iorio, vice president for Yahoo Lifestyles, said internal research also shows women are looking for a site to aggregate various content and communications

"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." 

Yahoo is entering a market already served by Glam Media Inc and iVillage, a unit of General Electric Company's NBC Universal. It is Yahoo's first site aimed
at a single demographic, although other Yahoo sites like Finance and Sports already draw specific audiences. 

With Shine, Yahoo plans to expand its offerings in parenting, sex and love, healthy living, food, career and money, entertainment, beauty, home life, and

Shine likely will replace the existing Food site over time, although Yahoo plans to keep its Health site operating to serve men and other age groups as
well as women. 

Yahoo is partnering with media companies like Hearst Communications Inc and Rodale Inc for content exclusive to Shine. 

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