Jennifer LeClaire, newsfactor
Shine offers nine categories ranging from fashion and beauty to parenting. The site will feature content from popular lifestyles publishers, including Cond� Nast Publications and Hearst. A new editorial team will develop original stories on a daily basis, and handpick the best user-blog posts to feature prominently on the site.
"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."
The Female-Oriented Content Mix
Yahoo said the new site will help create a better experience for women on Yahoo, while providing advertisers a single lifestyles destination to reach this coveted demographic. Shine's nine categories are: fashion and beauty, parenting, food, at home, healthy living, entertainment and culture, work and money, astrology, and love and relationships.
Shine leverages the resources of several existing Yahoo sites, including Yahoo Food and Yahoo Astrology, and will incorporate content from Yahoo Health. Bringing these resources together is an example of Yahoo Media's focus on building larger category sites for mass audiences, rather than focusing on niche topics and smaller audiences, the company said.
Lifestyles publishing veteran Brandon Holley is Shine's editor in chief, overseeing a team of editors from print and online lifestyles outlets, including Lucky magazine, The Wall Street Journal's Career Journal, and BluePrint magazine. Editors will program content daily by featuring partner content, stories from a women's blog network, and developing original stories.
Advertisers Targeting Females
The female age 25-54 audience, which Yahoo has designated as "Chief Household Officers," is a highly sought-after demographic for advertisers. It is made up of heavy Internet users who are frequently the household purchasing decision-makers. Yahoo said Shine creates an opportunity for advertisers to reach this audience in an environment relevant and meaningful to women.
Yahoo expects the site to be especially attractive to advertisers in the consumer packaged goods, pharmaceuticals and retail categories, where combined online advertising spending is expected to exceed $1.8 billion this year, based on a competitive-spending analysis by TNS Media Intelligence.
"Yahoo didn't have a vertical explicitly dedicated to women, so this is a smart move. It's not costly for Yahoo to put this together, and it gives the company cross-promotional opportunities for other Yahoo properties," said Greg Sterling, principal analyst at Sterling Market Intelligence. "Yahoo has created what amounts to a formula for these types of vertical sites. It's a very slick presentation. It could be a very valuable property."
Will Google Follow?
Content verticals are also an area that differentiates Yahoo from its chief competitor, Google. Sterling said projects like Shine are outside Google's comfort zone. While Google has focused on verticals like finance and health, he said, the search titan is not likely to hire an editorial staff and begin generating large volumes of original content.
"If Google could do something like this on a purely automated basis, it might," Sterling said. "Google might come up with a tool that would enable people to personalize content around certain themes to a high degree, such as a news reader. But Google would not invest in creating content for specific demographics."
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