Shine aims to fill void in women's Web sites

SUNNYVALE, CA: Yahoo launched a new Web site on March 31 that targets women between the ages of 25 and 40.

SUNNYVALE, CA: Yahoo launched a new Web site on March 31 that targets women between the ages of 25 and 40.

The new site, Shine (, features original content created by an in-house editorial team, as well as syndicated news and features from Hearst publications including Redbook, Cosmopolitan, and Good Housekeeping, and Conde Nast titles such as Glamour, Self, and Bon Appétit.

The site also features a blog platform that allows Shine editors to pick reader-generated content to feature on the homepage, which will include nine sections ranging from finance to relationships.

Yahoo tapped former Jane and ELLEgirl editor-in-chief Brandon Holly, who Yahoo Lifestyle PR manager Bahareh Ramin called “an icon in the New York media circles and the publishing industry,” to run the Web site.

Yahoo also hired journalists from Lucky, BluePrint, and The Wall Street Journal's Career Journal.

Ramin said Shine aims to fill a void in online media for women seeking a wide range of content from parenting to astrology.

“There's no shortage of [women's media Web sites], but what we found is that women didn't have a place to go that they felt covered the whole spectrum,” she said. “They were finding pockets of information on parenting or careers, but nothing covered the entire person. They might be a mom or a career woman, but they might also have an obsession with shoes.”

Yahoo's internal PR department promoted the launch in coordination with GolinHarris and The Dowd Agency. Golin is handling most of the business and consumer media outreach, while Dowd is handling broadcast media relations, Ramin said. Yahoo briefed national outlets and advertising and media trade publications to promote brand awareness. The promotional campaign, which has an undisclosed budget, took shape in early March and is set to continue for an undetermined period of time, added Ramin.

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