June 27, 2008

New Yahoo Web Site Targets Women Who Run Households

Yahoo has introduced a new Web site, Shine, targeting "chief household officers": women 25 to 54 who are heavy Internet users and make most of the household purchasing decisions for their families. Shine culls from magazines like Prevention, Good Housekeeping, Self, Eating Well and Women's Health and adds original stories, blogging and other interactive features. The site includes information on healthy living, beauty and fashion, sex and love, home, parenting, work and money, food, culture and entertainment.

Why go there? The last time we visited, it had stories on how running really can make you high, four shoes for on-the-go women, eco-friendly water bottles to reuse and a doctor's column on how oral contraceptives can protect against anemia, cramps, skin breakouts, cysts, cancer, foul moods, bone loss and infertility. And that's just the tip of the iceberg.

Where is it? shine.yahoo.com


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