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Will Yahoo’s Shine Be the Next Big Site for Women?

Posted By Holly Buchanan On April 1, 2008 @ 11:04 am In Marketing to Women,Websites for Women | 16 Comments

I wish someone would do a take-off of Shania’ Twain’s “I Feel Like a Woman” and change it to “I Don’t Feel Like a Woman.”

I visit a lot of the “women’s sites” on the Web, and I almost always feel out of place. The subject matter doesn’t excite me. The headlines don’t speak to me. It all feels the same…

• Celebrity gossip
• Diets and recipes
• Love/romance tips
• Fashion news/shopping tips
• Wellness/health issues

Sorry, but none of those are particularly high on my radar. I guess I just don’t have the same interests as other women. But since marketing to women online is my area, I headed over to Yahoo to check out their new women’s site, Shine [1].

At first glance, that refrain echoed in my head (“I Don’t Feel Like a Woman”). I just don’t get it. Do women really like this stuff? And hasn’t it all been done before? Dozens of times?

But I turned off the tune in my head and investigated further. I went to the About Us page [2] and actually found some of the site’s best content is in the author bios. These sound like interesting, articulate, funny women!

So I kept going, and found the “Work & Money [3]” section. There was some really great content there. And I really like the blog style format.

I started to read the comments to see what other women had to say about Yahoo’s new venture. The reviews are mixed. Some women seemed to like the content, but other women had similar reactions to mine:

For those of you complaining that this site is too “glamorous” and not in touch with real women – please note that you’re on the “Entertainment” section of the site. I read a few articles in the “Work+Money” section that I felt were totally relevant to the issues I’m currently dealing in my life. So far, I’m impressed with the content.

Would like to see more on PEOPLE in general. There is way too much of the glitz an glamour stuff (Imatation Life) on every pc site and tv channel…would also like to see more relating to older women: health, fashion, etc.

This is about what I expected for Shine…it’s not a real ‘woman’s website, but still caters to the younger, interested in glamour, fashion and celeb gossip types. Like a few of the others, I won’t return…it’s just not informative enough for those of us over 50.

Only time will tell whether Shine will be successful. Yahoo has the advantage of being able to tap into other verticals, like their Green section and their Finance section (two subjects in which I actually am interested). I think the “Work & Money” section is actually content that hasn’t been done to death. From the comments on that section, it seems women are really responding to it.

If I could ask Shine to add one thing, it would be a humor section. I do so enjoy a funny female writer. Have you talked with Lenore Skenazy [4]? She routinely makes me snort chardonnay through my nose. Love her.

So, what do you think? What’s your feeling about Shine? Thumbs up? Thumbs down? What would you like to see covered?

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About the Author: Holly Buchanan [5] is a Persuasion Architect at FutureNow and co-author of The Soccer Mom Myth [6] — Today’s Female Consumer: Who She Really Is, Why She Really Buys.

Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com

URL to article: http://www.grokdotcom.com/2008/04/01/yahoo-shine-website-for-women/

URLs in this post:

[1] Shine: http://shine.yahoo.com/

[2] About Us page: http://shine.yahoo.com/page/about/

[3] Work & Money: http://shine.yahoo.com/channel/money/

[4] Lenore Skenazy: http://en.wikipedia.org/wiki/Lenore_Skenazy

[5] Holly Buchanan: http://www.futurenowinc.com/bios.htm#Holly?utm_source=GrokDotCom&utm_medium=Post&utm_content=Link-1334&utm_campaign=About

[6] The Soccer Mom Myth: http://www.thesoccermommyth.com/

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