Yahoo has launched a new web portal targeted at female internet surfers. Shine offers nine categories ranging from to Parenting to Work and Money to Love and Sex and syndicates material from popular female lifestyle publishers including Conde Nast and Hearst. The site is aimed at roughly 40 million women between the ages of 25 and 54, a demographic highly appealing to advertisers.
Yahoo's media strategy has been to create consolidated thematic sites designed to appeal to mass audiences. They have hired an editorial team to publish original stories on a daily basis as well as to select user blog posts to feature prominently on the site. Shine also offers items from existing Yahoo sites covering food, astrology and health.