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Will Yahoo Shine Roar or Whimper?

Posted on 3.30.2008

Yahoo unveiled a new website for women today called Yahoo! Shine and is hailing the site as not just another site for the 25-34 female crowd, but a "smart, dynamic place for women to gather, get info, and connect with each other and the world around them" according to the formal announcement.

Shine has brought in content writers from some of the most noteworthy publications including Glamour, Self, Bon Appetit, Redbook, Cosmo, and even Yahoo! properties like Yahoo! Health, Yahoo! Tech, Yahoo! Good and Yahoo! Green. Yahoo! Shine even lets its visitors get in on the action with their own blogs, the ability to comment on articles, and vote in polls.

So will Yahoo! Shine hear the roar from women? While it does represent a significant shift for Yahoo! towards a more vertical strategy (which is great for advertisers looking for behavioral-based targeting within a highly active demographic group) it's a stretch with so many others already in the market including iVillage, TeamSugar, Fabulously 40, and don't forget Martha Stewart. 

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