Yahoo has launched Shine, a new content portal aimed at women aged 25 to 54.
At its core, Shine is a large blog with magazine style layout. Content is broken up into various subcategories with the front page highlighting the newest content from across the site. Topic areas include parenting, sex and love, healthy living, food, career and money, entertainment, fashion, beauty, home life, and astrology.
The Wall Street Journal quotes Amy Iorio, vice president for Yahoo Lifestyles saying internal research shows women are looking for a site to aggregate various content and communications tools:
“These women were sort of caretakers for everybody in their lives,” she said. “They didn’t feel like there was a place that was looking at the whole them — as a parent, as a spouse, as a daughter. They were looking for one place that gave them everything.”
With Shine, Yahoo will find itself competing with offerings from Glam Media, Sugar and iVillage . Screenshots as follows.