Perhaps the perfection of Yahoo's vertical strategy is its new blog-inspired site Shine. It's a broad mix of content from publisher partners such as Hearst Communications, Rodale, and Condé Nast. It also aggregates and links to third party content and is encouraging users to blog on the site. Unlike Yahoo content-specific sites like Food, Shine is a kind of meta-vertical and focuses on a key Internet audience: women aged 25 to 54.
Yahoo is also cross-promoting other Yahoo verticals (Food, Green, Health, Tech) on the site. If it succeeds, Shine will be a dream come true for brand marketers. [...]
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