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Yahoo has today launched Shine, a new site which is taking aim at women between 24 and 54.

Yahoo Shine

The site will feature content from Yahoo's editorial team, as well as syndicated articles from sources like Good Housekeeping, Glamour and Cosmopolitan.

Appropriately, considering the sources, the site has a magazine style look and feel. Yahoo has opted for a nice, clean design for Shine, and the site is less cluttered and ad-heavy than rivals like Glam and iVillage.

Yahoo has also integrated some of its other web services into the site, with a big Yahoo search bar at the top, as well as links to Yahoo Mail, weather, food and horoscopes.

The site is easy to use, and the look and feel of the site, as well as the navigation, is consistent throughout:

Yahoo Shine food

As well as posting comments, Shine's users can also create their own blogs on the site, and the editors will select some of the best posts for display on the main site.

Shine blogs

So, the site looks good, and is easy to use, but what about the content?

According to Yahoo:

"We wanted to avoid all of the common categories that advertisers or marketers tend to put us in. We didn’t want to be a site just for moms or just for single women or working women...We wanted to create a smart, dynamic place for women to gather, get info and to connect with each other and the world around them."

According to this blogger though, Yahoo has just produced another stereotypical women's site:

"Right along the top bar, I'm shown my interests as a woman: Fashion + Beauty, Healthy Living, Entertainment, Parenting, Love + Sex… all it's missing is a video of a talking Barbie doll saying "Math is hard" to complete the site. Astrology really deserves its own topic?"

Related stories:
Yahoo should take the money and run
Yahoo - search superpower or media mogul? 

Graham Charlton

Published 31 March, 2008 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

2565 more posts from this author

Comments (2)



No disrespect, but you seem to have a gap in your reporting team as in no women on your staff to cover a story like this.

over 8 years ago


Sarah Godfrey, Marketing Officer International at emda

I'm sorry, but this is all a fallacy of the gender. If you want a website on maths, go and visit a website on maths. There you will find content with no reference to gender. This is a site aimed specifically at women - therefore it is bound to reflect the majority of women's interests, which are obviously what is listed. Otherwise magazines with the same topics would not continue to generate sales. Why be ashamed of it? You can have a masters degree and still be interested in what shades of lipgloss suit you. To deny all these 'girlie' interests as belittling is to place your own value judgements on them. I, for one, don't perceive myself as intellectually devoid because I also like reading about fashion, and neither should any other woman. That is a positively misogynistic assumption. Surely the beauty of being a woman is that we can wear many hats, occupy many roles - without detracting from any of the others. You can be a user on a 'women's' site and on an advanced algebra site - but that is a specific interest and should be on a general site like this anyway. That is not what the purpose of this site is. Haven't you ever heard of multi-tasking?

over 8 years ago

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