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I first heard of shine when they said it was going to be a bit different, but it’s not.
It is simply plugging a gap in yahoo’s content offering, and getting revenue (why else have astrology?)
Just looking at the headings: Fashion + Beauty , Healthy Living, Entertainment, Parenting, Love + Sex, Work + Money, Food, At Home, Astrology
Where is art (if anything they could have women artists!), culture (not even books), current affairs, politics (if anything some issues around feminism!), sports, science and technology, or even creativity? No mention of it anywhere! I know that content is elsewhere on Yahoo but I would expect it to be repurposed here, perhaps with a different perpective.
I get the point that most “men’s” magazines have more about sports, cars, gadgets, fitness than most men care about - but they usually have a section or two still covering more generic news, as acknowledgment that men have brains.
There’s almost never anything of the sort in women magazines, especially not in the english language (some european magazines will have at least some .
Still it would have created a lot of buzz if Yahoo had integrated the more news/thinking headings within this platform, maybe with comments and perspectives from the editors. That would have gottent the attention of all the smart, articulate women bloggers out there in a big way.
But i suspect this is not necessarily a mistake by yahoo, as I bet convincing advertisers of the value of something like this would be hard.
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