Yahoo! introduces Shine, a Website for and about women between the ages of 25 and 54. Shine, whose content takes direct aim at women, will feature lifestyle and entertainment articles from major US media firms Conde Nast Publicat

ions and Hearst Corporation.  Furthermore, the website will showcase popular blogs and has an in-house news staff to write stories daily. Shine will showcase nine categories touching on fashion and beauty, health, parenting, and money, actively engaging women with issues important to them. "We're executing on Yahoo's starting-point strategy by ensuring that women who start their day with Yahoo are offered a more relevant experience," said Scott Moore, senior vice president and head of Yahoo Media. "Yahoo Shine adds an important piece to our media portfolio, which already includes sites that are number one in the news, sports, finance and entertainment categories."   Yahoo expects to tap into the buying power of women with this specific vertical and further distinguish themselves from main competitor Google. The female age 25-54 audience (considered the “Chief Household Officer” by Yahoo) is especially sought after by most advertisers. It is made up of heavy Internet users who are frequently the household purchasing decision-makers. Yahoo believes Shine creates an opportunity for advertisers to reach this audience in an environment relevant and meaningful to women.   In particular, Yahoo anticipates the site will attract advertisers in the consumer packaged goods, pharmaceuticals and retail categories, where combined online advertising spending is expected to exceed $1.8 billion this year, according to a competitive-spending analysis by TNS Media Intelligence.   The only criticism noted so far is that Shine is a subdomain of Yahoo. Rather than the more resonant, the URL is actually, instilling weaker brand potential for Shine.   By Kathleen Clark   FEEDBACK For comments on this article, email us at