Yahoo Hopes to Attract Woman with Shine Site

Yahoo has launched a niche site aimed at women called Yahoo Shine that features a mix of original blog content, articles, and videos with the help of content partners such as Glamour and Good Housekeeping magazine. Yahoo says Shine won't be anything like your mother's Web site that may have featured lean meatloaf recipes and celebrity gossip.

Shine says it is not attempting to reach the usual women Web site demographic of a "32.5 year-old with 2.2 kids" most women Web sites pander to. Rather the Ladies of Shine proclaim women today "no longer need to stand by passively as the media portrays us as fashion-obsessed diet victims." To that end Yahoo Shine is an attempt at being a "smart, dynamic place for women to gather, get info and to connect with each other and the world around them." Sounds like a pretty generic description to me.

Shine features some boilerplate women's content sections including ones on fashion and beauty tips, a section dedicated to healthy living, and a love and sex section. Topics, at least today include future tech trends such as robot sex slaves, a story that asks whether comedian Tina Fey's character on the NBC comedy 30 Rock is the new Mary Tyler Moore, and a story that explores the return of "adolescent fashion nightmares."

The site faces a crowded online landscape of recent entrants including WOWOWOW (backed by Whoopi Goldberg, Peggy Noonan, Lily Tomlin, and Candice Bergen) and Sk*rt, a kind of "Digg for Chicks" as others have called it. Of course there are longtime women sites such as IVillage to compete with as well.

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