"We know what they are looking for and what they click on," said Amy Iorio, vice president and general manager of Yahoo Lifestyles, part of the media group.
That could be valuable to advertisers, particularly in the packaged goods, pharmaceuticals and retail categories. Those three combined are expected to spend more than $1.8 billion on online ads this year, according to research firm TNS Media Intelligence.
Yahoo will be able to tap the power of its brand, relationships with magazine publishers and major advertisers, EMarketer senior analyst Debra Aho Williamson said. The challenge will be keeping women coming back.
"They have a better chance of drawing an audience compared with a brand-new company trying to stake a claim," she said.
Yahoo plans to let Shine visitors write blog posts, and the editors will feature some of the best on the home page.
Stephanie Quilao, who writes a blog called Back in Skinny Jeans and got an early preview of Shine, said the prospect of being featured by one of the world's biggest websites made her "excited like Carrie Bradshaw seeing the new line of Manolos."
--
jessica.guynn@latimes.com
