NEW YORK — Yahoo Inc. is launching a new site for women between ages 25 and 54, calling it a key demographic underserved by current Yahoo properties.

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Monday’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 Co.’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, fashion, 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. Hearst publishes Redbook, Cosmopolitan, Good Housekeeping and other magazines aimed at women, while Rodale publishes a range of magazines on sports and recreation, including Women’s Health.

Yahoo also has hired a team of editors to produce original material and to seek out items of interest from elsewhere in Yahoo.

Unlike most other Yahoo sites, Shine will be presented in a blog form, with newest items on top and commentary from an editor.

* Text by ANICK JESDANUN
The Associated Press
Monday, March 31, 2008