This is the announcement from the press release.Yahoo has launched a site for women between ages 25 and 54, calling it a key demographic underserved by current Yahoo properties. The site is called Shine.Yahoo said advertisers in consumer-packaged goods; retail and pharmaceuticals have requested more ways to reach those consumers.
25-54 seems like rather a broad target but as I’m no expert, I consulted somebody who is, Catherine Rees, Head of Consumer for Staniforth/ (the PR agency I work for). Here’s what she said: I’ve had a look at it and I’m disappointed. I’d already read the Elle interview with Madonna so that’s old news. I’d expect Yahoo to be telling me new stuff and be ahead of print media.
When I see that female interests are fashion, food, health and love I want to scream and yawn at the same time. It’s just so predictable and something I already get from the mags I read and sites I visit. When will someone be brave enough to stop clumping all women together and realise that we have wider interests and attitudes? Even the career section is about sleeping with work colleagues. Add something on there about politics, business, women in the news not just shopping and sh*gging. So there!
This is as good an excuse as any to re-live that Harry Enfield sketch!