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New York: Yahoo Inc. is launching a new site called "Shine" on Monday, for women between ages 25 and 54.
The Sunnyvale, California-based company said the new site offers nine categories ranging from fashion and beauty to parenting.
It syndicates material from popular lifestyle publishers including Conde Nast and Hearst Corp.
The site is aimed at roughly 40 million women between the ages of 25 and 54 and aims to make Yahoo more relevant to this demographic, which is highly appealing to brand advertisers.
Yahoo's media strategy has been to create consolidated thematic sites designed to appeal to mass audiences. The company introduced Yahoo Tech in May 2006 and Yahoo Food in November 2006.
Yahoo's future is uncertain in the wake of Microsoft Corp.'s takeover bid. However, according to market research firm Hitwise, Yahoo Tech ranks in the top five of US technology media sites and Yahoo Food ranks in the top 10 of food lifestyle sites.
Amy Lorio, vice president for Yahoo Lifestyles, said 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."
Eight editors are overseeing the various sections (such as home, parenting, fashion, culture, and career) and the editor in chief is Brandon Holley, former editor in chief of Jane magazine.
Shine readers will be able to start their own blogs and that content, if deemed worthy, can end up as some of the featured content in different sections on the site.
You will also be able to get to your Yahoo Mail on Shine.
Yahoo is entering a market already served by Glam Media Inc. and iVillage, a unit of General Electric Co.'s NBC Universal.
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