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Yahoo launches Shine website for women

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Yahoo on Monday began wooing women with a Shine website focusing on subjects such as love, money, beauty, home and parenting.

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A website launched at http://shine.yahoo.com features nine categories the California Internet pioneer believes appeal to the approximately 40 million women ages 25 through 54 that use Yahoo monthly.

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“Yahoo Shine speaks to you as a friend, telling you the secrets and tips to simplify your life,” said website editor-in-chief Brandon Holley.

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“You can count on us to bring attitude and personality, and find humor in almost every topic we cover, whether it’s a post on men who wear skinny jeans, how you can get back into your skinny jeans, or whether you’ll be taken seriously if you wear jeans to work.”

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Shine will have lifestyle and entertainment articles from major U.S. media firms Conde Nast Publications and Hearst Corporation.

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“We’re delighted that Yahoo has turned to so many of our magazines and websites for content for its new women’s website,” said Conde Nast vice president of editorial operations Rick Levine.

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“By speaking to Yahoo’s huge audience, this partnership will give our great editorial properties a significant growth opportunity.”

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The website will showcase popular blogs and has an in-house news staff to write stories daily.

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“Increasing the visibility of our blog content is a key element in driving additional traffic and converting passive readers into loyal fans,” said Hearst magazines digital media vice president Christopher Johnson.

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“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.”

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Yahoo will also channel content to Shine from other of its websites, including those devoted to food, finance, astrology, and health.

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“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,” said Yahoo Media senior vice president Scott Moore.

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“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.”

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Yahoo hopes to cash in on online advertising aimed at women.

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