Contentinople - Frank Smith - News Bits: Shine On You Crazy Diamond, Yahoo

Written by Frank Smith

Monday, March 31. 2008 at 11:45 AM EDT 3 comments

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While Microsoft Corp. (Nasdaq: MSFT) is heading out to target more males in the 18- to 34-year-old demographic by developing Web-like original content on the Xbox, Yahoo Inc. (Nasdaq: YHOO) is going after the female demographic with its launch of Shine, a site targeted to women from 18 to 54.

Shine has launched today to chase online advertising dollars with the help of content from Hearst, Rodale, Conde Nast, and Time Inc. as well as interviews and celebrity video interviews.

All-in-all, Yahoo is attempting to prove that it can create an entertainment hub for women just as it did in finance and sports.

There's not a lot of room for something like this to fail so long as it grows out compelling and unique content. The problem of which brand do you want to be your online hub (Microsoft, Yahoo, or Google (Nasdaq: GOOG)) is still unsolved though.

It just depends on which demographic you fall into for ad serving.

Elsewhere:

MTV is getting into mobile advertising distribution, and is the first of Viacom Inc. (NYSE: VIA)'s media properties to do so. Video content will run on the advertising-supported Mywwaves.com, a mobile content site. The site will feature reviews, trailers, and clips from VH1 shows and Spike's "30 Seconds of a Hot Chick." Thank goodness for technology.

Digitalsmiths will provide video search for Warner Bros. Television's new site. This is the first deal Digitalsmiths has made to power video search for a major media brand. Other companies such as Truveo, blinkx , and Pixsy have snapped up video search deals, underscoring the growing importance of video. First you just gotta have it. Next you gotta make it easy to find.

Tags: Advertising, Blinkx, Google, Microsoft, Truveo, Warner Brothers, Yahoo

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Comments

a broad category.
Eve Bergazyn
Rank: Caliph
Tuesday April 1, 2008 2:22:43 PM

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18-54 year-old women? How broad.

After looking around the site, it looks pretty young. Also, I clicked a link and was sent to a Rick Roll video. Hilarious!

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Re: a broad category.
ErinB
Rank: Caliph
Tuesday April 1, 2008 3:32:23 PM

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I was thinking the age range was really broad too, and that it did seem targeted toward younger women both in design (of course you knew the color pink would be involved...) and content (the first headline I saw was contemplating whether Kate Moss is too old to model)... but there was also stuff about parenting, health, etc.

So I was wondering... do you think Web content/publications are, by their more open nature, targeted toward wider audiences? A 45-year-old woman might be more likely to go to Shine at home on her own than pick up Cosmo at the newstand. Sites like iVillage seem the same way.

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Re: a broad category.
Ryan Lawler
Staff
Tuesday April 1, 2008 4:51:41 PM

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In my experience, there's no better way to make sure an audience comes back for more than to provide a RickRoll link. That's HI-larious.

Seriously, though, what were they thinking?

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