Although Yahoo has been number two in search for a while, the company keeps enjoying a sizable amount of traffic on its diverse content portals like Yahoo News, Finance, and Sports. But Yahoo is always looking for ways to diversify and improve their chances of success. Last month they announced Buzz, and today they opened a new web site called Shine meant to cater women between ages 25 and 54, a market they believe has been a bit overlooked by them so far.

Shine will expand Yahoo’s offering in parenting, sex, love, healthy living, food, entertainment, fashion, beauty, home life, and astrology through partnerships for content with media companies that publish magazines like Cosmopolitan, Good Housekeeping and Women's Health, along with a team of in-house editors who will seek content from other parts of Yahoo as well as create original material.