Yahoo Reaches out to Female Audience

Yahoo has just unveiled Shine, the search giant’s new website designed specifically for “underrepresented” women between 25 and 54. Shine will include existing Yahoo content on food, astrology, health, fashion, beauty, and parenting, as well as features from bloggers, partner publishers and original Yahoo content.

For marketers and publishers, “Shine” represents a unique and appealing opportunity to market directly to a large female audience. While that should mean plenty of attention for Yahoo’s latest initiative, not all of it is positive. The site is already coming under fire for its “distracting” design and lack of content.