40 Million Reasons Why Yahoo Created Shine

Yesterday Yahoo launched a spiffy new web site aimed smack at the middle of the CPG target audience: women 25-54. With 40 million women per month already visiting their site, the big brains at Yahoo (soon to be big brains at Microsoft) decided to put all of their female-oriented content in one place, create a lot more of it (with help from their friends at Hearst and Conde Nast), and make bloggers and other contributors a huge part of the new experience. They call it Shine (with from Yahoo in smaller type).  I didn’t spend a ton of time on Shine today, but I liked what I saw. Here is what the PR people at Yahoo had to say about their handiwork. And here is a different take, from FoxNews.   You can bet that all of our CPG media partners will keep a close eye on this site. It will certainly provide some clear competition for iVillage and Glam, the reigning queens of the women’s online world.