Yahoo goes for Glam with a Shine
Monday, March 31st, 2008Yahoo continues its race against the shadow of a Microsoft acquisition by their latest new services release spree with Shine, a content portal geared to women. some may even find it a riff of ivillage. something kinda ironic considering Yahoo runs their search for them but it is obvious they are going for Glam, the Lifestyle website geared for Women that have been raising lot of funding and that have even started to acquire others in ther market like StyleMob so they can cover as much ground as possible in Lifestyle and fashion content targeted at Women for their ad network campaigns.
Yahoo Shine wil be bringing content from partnered blogs but everything that gets into this new content portal looks to be curated, as truly hand picked by a group of editors instead of just automating the process. something they could do if they wanted, but this kind of venture requires to be treated in the same way a women magazine to truly thrive, and that is where they are going for.
The look of the portal is very important and surprisingly Yahoo Shine got a nice look in a Gazzette like layout.
The true strenght of Shine is that Yahoo got the back end to make the site work right. Yahoo has experience with news, has been experimenting with user powered with Yahoo Buzz and now has a good idea of what can be expected to run niche news content in focused format like Yahoo OMG! Celebrity Gossip site while having a understanding of their Target Audience. in this case 25-54 women as posted by Techcrunch.
Yahoo Shine does show as a good prospect to compete in this crowded market thanks to the crumbling of USA newspaper industry and a contraction of the Magazine market. the opportunity to bring eyes into focused content portals like this one is a bet that Yahoo can make expecting to win for it since there is so much money to be made on this market since is the most desirable by advertisers.


