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Yahoo Shine Launches

Yahoo has launched a new media site focused on women’s daily lives, the latest in a string of sites that include ones for gadget enthusiasts and food lovers, the renowned company said Monday.

The search engine giant said the new site, labeled “Shine”, offers nine categories ranging from Fashion & Beauty to Parenting. It syndicates material from popular lifestyle publishers including Conde Nast and Hearst.

The new Web site is directly aimed at roughly 40 million women between the ages of 25 and 54 and aims to make Yahoo more relevant to this demographic, which is highly appealing to the brand advertisers it wants to attract.

“We didn’t want to be a site just for moms or just for single women or working women, or any specific demo or psychographic,” shine group said on its official website. “We wanted to create a smart, dynamic place for women to gather, get info and to connect with each other and the world around them.”

The company’s media strategy has been to create consolidated thematic sites designed to appeal to mass audiences. The search engine introduced Yahoo Tech in May 2006 and Yahoo Food in November 2006. According to market research firm Hitwise, Yahoo Tech ranks in the top five of US technology media sites and Yahoo Food ranks in the top 10 of food lifestyle sites.

Yahoo also hired a new editorial team to publish original stories daily as well as to select user blog posts to feature prominently on the site. Shine also offers items from existing Yahoo sites covering food, astrology and health.