Search engine provider Yahoo! has today (March 31st) launched a new site aimed at women.Called Shine, the portal features original blogs, as well as content from a range of major publishing partners - such as Conde Nast, Time and Hearst - and female publications, including Cosmopolitan, InStyle, Glamour, Harper's Bazaar, Women's Health and Good Housekeeping.
Commenting on the new site, its all-female staff stated: "When we started talking about creating a new website for women, we wanted to avoid all of the common categories that advertisers or marketers tend to put us in."
They added: "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.
"The important thing wasn't how to talk to a 32.5-year-old with 2.2 kids, but how to inspire you to laugh, think, get mad, empathise and be surprised and entertained."
Meanwhile, Amy Iorio, general manager of Lifestyles at Yahoo!, stated that women are a good demographic to target, particularly given the number of female internet users who visit Yahoo! sites, CNET News.com reports.
According to Ms Iorio, 40 million women between the ages of 25 and 54 use Yahoo! each month.
She said: "This is really a key audience for Yahoo!. We've been calling them 'chief household officers' internally."
CNET News.com states that the front page of Shine is currently "clean" and "light on ads".
