# 5 Entry: 20500297

Yahoo_ New appeal to WOMEN

"The Internet giant hops to attract more women with a new content site

that will inforporate user home pages and blogs"

When I think of 'minority group', the very first thing that pops up in my head is 'women.' From the ancient, women have been treated as a servant of men. Well, it has been changed a lot and in many countries women became the most powerful group leading this global world. Think of Hillary Clinton or Oprah Winfrey. The more the world changes, the more women become influential with great leadership and potential.

Yahoo targets these women with their new site, called 'Shine'. This site will feature original blogs and content from major publishing partners including Conde Nast, Hearts, and Time. 'Yahoo executives argue that women are broadly underserved online, which the established players in the space would dispute. But other recent developments hint at increased activity at female-aimed online plays.' (quoted) So what can women do on this web site?

Yahoo aims to be the top destination site in the lifestyles category, said Amy Iorio (General manager of Lifestyles at Yahoo.) Remember that ACCORDS we learned in class? The second C stands for 'compatibility' including 'life style', which means that understanding potential customer's life style is very critical. In that content, I guess women as a demographic is a good target, since there are 40 million women between the ages of 25 and 54 every month. And in seems like women tend to blog more than males. Why? Well, I think women are more likely to show themselves to others.

With this new site, 'Shine readers will be able to start their own blogs and that content, if deemed worthy, can end up as some of the featured content in different sections on the site.' (quoted) The appearance of the web site is more women-like. Users are able to create their own blogs, and home pages, and 'clip' certain articles and put them on such pages. It's very easy and simple so women do not have to be frustrated with technology stuff.

I visited the web site. (Shine.yahoo.com) I like the logo design, which seems cute and sexy. Since it's a new web site, it friendly explains about itself with a pop-up window. It says, 'Shine features the best writers and bloggers in women's publishing. Plus, connect with like-minded women, share stories, and more. Take a ten-second tour to see more.'

This is the place where women can feel free to talk about their issues and creat a special women's community. You know what women like the most! TALK! I see this trial of Yahoo positively. 'Against the turbulent backdrop of Microsoft's bid to buy the Web portal and reports of its own maneuvers to find alternate deal partnets, Yahoo is quitely putting the finishing touches on this major new content site aimed at women.' (quoted) Not only that, there are competititors like Ivillage and fashion and celebrity-new heavy Glam.com, and that's what Yahoo should work on in order to differntiate and innovate their new web site. It reminds me of 'product cycle' that we learned in class. It may be too late for Yahoo to start a new thing, but I think no giving it up is one of aspects that we should keep in mind.

References: http://www.businessweek.com/technology/content/mar2008/tc2008037_816228.htm?chan=innovation_branding_top+stories

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