Yahoo! Launches Shine Latina for Today’s Bicultural, Bilingual Woman

Yahoo! Inc. (Nasdaq: YHOO), the premier digital media company, today

unveiled Shine

Latina – a home for bicultural Latina lifestyle content, within

Yahoo! Shine, a top site for women’s lifestyle content in the U.S. with

more than 34 million unique visitors a month*.

Shine Latina takes a unique look at women’s interests and approaches

them with content in English, with nods to Hispanic cultural identity.

The site – created by and for bicultural Latinas – brings Hispanic women

together to share insights, spark conversations and build a community.

From news, lifestyle, food and beauty topics to parenting, career, and

relationship advice, Latinas of various ages will be able to find

quality original content, videos and recommendations they can relate to

at a personal level and truly relevant to their tastes, cultural

background and heritage.

“Shine reaches 3.57M U.S. Hispanics every month, more than any other

Hispanic site,” said Javier Garcia, general manager of Yahoo!’s U.S.

Hispanic business. “By offering culturally-relevant original content in

Shine produced by our bicultural editorial team we aim to form deep

emotional connections with bicultural Latinas at an unprecedented scale.”

Hispanics are the fastest growing demographic in the U.S., accounting

for 16% of the nation’s total population with more than 50.5 million

Latinos in the country.** With more than 23.77 million unique Hispanic

users per a month, Yahoo! is a top digital media destination for U.S.

Hispanics***.

A Yahoo! Insights study on Minorities Online concludes that bicultural

Hispanics prefer a culturally targeted approach versus a language driven

approach when navigating the digital media. As such, Yahoo! continues to

strengthen both Spanish-language content on Yahoo! en Español and

program relevant English content for Latinos across Yahoo!’s leading

media properties.

Since its launch in 2008, Yahoo! Shine has established itself as a

source of quality content for women, becoming a forum where real women

share their experiences and tips for better living and emerging as the

largest stand-alone site within the women’s lifestyle category. Shine’s

blogging platform has over 5,000 contributors and is backed by a

community of over one million fans on Facebook. One of the largest

drivers on Yahoo! Shine is original video programming. Most recently,

Yahoo! launched The Shine, which features topical newsmakers,

celebrities, the Editors of Yahoo! Shine, and moms from all over the

country tackling the latest trends in parenting, fashion, beauty,

relationships, health, careers, personal finance, home decor, and food.

“Yahoo! Shine is already an indispensable resource for over 34 million

users every month. We are confident that Shine Latina will soon grow a

loyal following and become a staple in many Hispanic women’s daily lives

who will find their voice through this new site,” added Javier Garcia.

About Yahoo!

Yahoo! (NASDAQ:YHOO) is the premier digital media company, creating

deeply personal digital experiences that keep more than half a billion

people connected to what matters most to them, across devices and around

the globe. And Yahoo!’s unique combination of Science + Art + Scale

connects advertisers to the consumers who build their businesses. Yahoo!

is headquartered in Sunnyvale, California. For more information, visit

the pressroom (pressroom.yahoo.com)

or the company’s blog, Yodel Anecdotal (yodel.yahoo.com).

* Source: comScore Media Metrix, US, April 2012

**Source: eMarketer Hispanics: Demographic Profile and Marketing

Approaches, October 2011

***Source: comScore Hispanic Ad-Focus, April 2012