Yahoo! has announced a new site, Shine, that is aimed at the female demographic. Unlike other Yahoo! sites, Shine will be presented in blog format, with the newest items on top and commentary from an editor. The company is taking queues from advertisers who are looking for more ways to reach out to women between ages 25 and 54. “These women were sort of caretakers for everybody in their lives,” said Amy Iorio, vice president for Yahoo Lifestyles. “They didn't feel like there was a place that was looking at the whole them — as a parent, as a spouse, as a daughter. They were looking for one place that gave them everything.” Whether this is true or not is yet to be seen, as Yahoo! follows Glam Media Inc. and iVillage into the market. The success of the blog format will be interesting to follow, at least from a blogger's standpoint.
