Yahoo Canada has launched a new female-focused website called Yahoo Shine that targets women 25- to-54, and covers a range of topics including fashion, beauty, parenting and healthy living.
In addition to articles, blogs and videos from Shine staff and contributors (both from Canada and the U.S.), the site also contains shared content from Canadian publications such as Chatelaine, Today’s Parent, and Flare.
When Yahoo Canada was looking to refresh the lifestyle section of its site, the team looked closely at the Shine brand in the U.S., which has been extremely successful since it launched four years ago, said Paula Presley, director of sales at Yahoo Canada.
According to ComScore, Shine in the U.S. sees nearly 30 million unique visitors per month. Over two million women have visited the Canadian version of the site since the Beta version last December. The site officially rolled out earlier this month.
Presley said the site offers advertising opportunities that reach beyond typical “buttons and banners.” Ads she said, will be integrated within the content “so it seems seamless… and not just an ad.”
Yahoo Canada is supporting the launch of the new site through media relations managed by Environics and through digital signage in Yonge Dundas Square downtown Toronto.
