Yahoo Launches Shine, Site for Women†

Teams With Magazines for Content

Advertising Age, March 31, 2008 — Yahoo launched its women-focused property today. Coined Shine, the site is helmed by former Jane editor in chief Brandon Holley and includes licensed content as well as original content from many magazine industry refugees, such as Jennifer Romolini (formerly of Lucky), Erin Flaherty (ex-Jane), Valerie Rains (ex-Blueprint) and Anne Ichikawa (ex-Flip.com).

The launch of the site might seem to stray from Yahoo's previously announced strategy to focus on its "starting points," such as Yahoo's e-mail, search and personalized home pages, or established verticals such as Yahoo Finance or Yahoo Sports. But Amy Iorio, general manager of Yahoo Lifestyles, said it supports the starting point strategy because "Yahoo is a starting point for 40 million women." She said Shine is meant to help Yahoo be "one stop for everything you want."