CSBJ Daily

The Associated Press

NEW YORK – Yahoo Inc. launched a site today for women between ages 25 and 54, calling it a key demographic underserved by current Yahoo properties.

The site, 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 combine 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.”