Today's launch of Shine is aimed largely at giving the struggling Internet company additional opportunities to sell advertising targeted to the key decision-maker in many households. Yahoo said advertisers in consumer-packaged goods, retail and pharmaceuticals have requested more ways to reach those consumers.
Amy Iorio, vice president for Yahoo Lifestyles, said internal research also shows women are looking for a site to aggregate various content and communications tools.
"These women were sort of caretakers for everybody in their lives," she said. "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."
Yahoo is entering a market already served by Glam Media Inc and iVillage, a unit of General Electric Company's NBC Universal. It is Yahoo's first site aimed at a single demographic, although other Yahoo sites like Finance and Sports already draw specific audiences.
With Shine, Yahoo plans to expand its offerings in parenting, sex and love, healthy living, food, career and money, entertainment, beauty, home life, and astrology.
Shine likely will replace the existing Food site over time, although Yahoo plans to keep its Health site operating to serve men and other age groups as well as women.
Yahoo is partnering with media companies like Hearst Communications Inc and Rodale Inc for content exclusive to Shine.