Population Statistic: Read. React. Repeat.
Monday, March 31, 2021

When Ask.com recently decided to retool into a women-centric search engine, I derided the move as “a solution in search of a problem”.

I still think that’s the case, as far as Web search goes. But as Yahoo!’s new Shine site demonstrates, the underserved online female demographic is a concept that’s definitely running through the Web media world, and informing business decisions:

Yahoo developed Shine after it studied the market extensively and found that women want content that helps them manage their busy lives and ways to maximize the online time they have, Amy Iorio, the vice president of Yahoo Lifestyles and now publisher of Shine, told the E-Commerce Times.

“Women said, one, that they want a one-stop for everything so they can maximize their time, and two, that they’re always doing for other people, so it’s nice for them to have someone focused on thinking about their needs,” Iorio said.

I guess we’ll be seeing a lot more Web content targeting the double-X chromosome in the coming months.

As for Shine itself, it’s drawing on some solid publishing channels:

Yahoo plans to set the site apart from others in the market such as iVillage with its three-tiered content strategy, which will include original and repurposed editorial from magazines such as Glamour, Self, Bon Appetit, Redbook, Cosmopolitan, Harper’s Bazaar, Good Housekeeping, Prevention and Women’s Health; original content from Yahoo’s team of 10 editors; and user content.

“Women are blogging more than men now,” Iorio noted. “There’s been a real explosion in that over the past six months. We’re already hearing from women who are excited about that opportunity to have their posts appearing alongside that professional content.”

And in fact, Shine’s page layout mirrors that of many glamor websites. In particular, the footer of Shine, with that bleed-edge black background, is a close relative of Style.com’s design. The folks in Sunnyvale are going full-bore with this venture.

by Costa Tsiokos, Mon 03/31/2008 10:57:43 PM
Category: Internet, Media, Women
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