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Yahoo! Betting on New Portal for Women
SUNNYVALE, CA --
Yesterday, Yahoo! released a new web-site developed specifically for soccer moms. The new site, called Yahoo! Shine, located at shine.yahoo.com, is a women's only portal featuring a community for middle-aged suburban moms.
The new site features information about Love and Sex, Healthy Living, Fashion and Beauty, Parenting, Gardening, among other things.
Yahoo! says this key demographic has been neglected in the past by its companies products. Yahoo! Shine will focus specifically on women, who are usually the key buyers in many households. While the husbands are at work, the women manage the home and make important decisions about how to spend the families' money.
Advertisers are also betting their dollars on this section of the population, a demographic known to have the highest conversion ratios for online advertisers.
Online slots parlors and casinos receive a large percentage of their deposits from stay-at-home moms and fifty-something year-old women. Yahoo! currently has a strict policy in the US against advertising online casinos within their portal pages, however, they do allow 'Sponsored Ads' for casinos in their search-engine results.
If they decide to create international versions of the new Shine! portal, it could open up a loopwhole where Yahoo! can sell advertising space to online casinos. If they do, it will surely generate a firestorm of competition for the best ad placements.
In the meantime, there is only 1 version of Shine (.com), based in the US. Things could change in the near future if the company decides to add a UK or Canadian version (co.uk and .ca).
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