Yahoo has launched Yahoo Shine, a site for what Yahoo says is an "underrepresented demographic." The site will also give advertisers one "lifestyles destination" to reach the 40 million women between the ages of 25 and 54 who visit Yahoo each month.
It will combine Yahoo's food, astrology, and health, content with fashion, beauty, and parenting sections, stories from publishers like Conde Nast, Hearst, Rodale, and TIME, as well as original content. The site will feature blogs submitted by users, as well sections on work and money and tips for the home.
"We're executing on Yahoo's starting point strategy by ensuring that women who start their day with Yahoo! are offered a more relevant experience," Scott Moore, senior VP and head of Yahoo Media, said in a news announcement. "Yahoo Shine adds an important piece to our media portfolio, which already includes sites that are number one in the News, Sports, Finance and Entertainment categories."
Yahoo said the site will have "attitude," "personality," and humor, while providing advice and secret tips like "a friend."
Conde Nast Publications Vice President of Editorial Operations, Rick Levine, said the site will use many Conde Nast magazines and Web sites.
"By speaking to Yahoo's huge audience, this partnership will give our great editorial properties a significant growth opportunity," he said in Monday's announcement.
Christopher Johnson, VP of content and business development for Hearst Magazines Digital Media, said that Yahoo is "pioneering a unique way to present content online."
"With more than 130 million visitors each month to Yahoo in the U.S., Yahoo will become a giant megaphone for us and allow Hearst's network of bloggers to elevate their voices and be heard by a much larger audience," he said. "Increasing the visibility of our blog content is a key element in driving additional traffic and converting passive readers into loyal fans."
Yahoo calls the demographic it's trying to reach "chief household officers," or women who usually make household purchasing decisions and use the Internet heavily. The company predicts popularity among advertisers for consumer packaged goods, pharmaceuticals, and retail. The company cited an analysis by TNS Media Intelligence that predicted online ad spending in those categories would total $1.8 billion this year.