Yahoo launching site for women – well some women

This is the announcement from the press release.

Yahoo has launched a site for women between ages 25 and 54, calling it a key demographic underserved by current Yahoo properties. The site is called Shine.

Yahoo said advertisers in consumer-packaged goods, retail and pharmaceuticals have requested more ways to reach those consumers.

I am amazed that a company that should know better is still using age based segmentation rather than lifestyle. Maybe this helps explains Yahoo’s precarious position? Dick Stroud