Yahoo Reportedly Planning to Fold Shine

Women’s lifestyle portal may be headed for a rebranding

The sun is no longer beaming down on Shine, Yahoo!’s women-focused lifestyle section.

CEO Marissa Mayer has plans to shutter the site by the second quarter of 2014, according to Re/Code. The tech company may resurrect it by breaking up the sections and rebranding it as a variety of online lifestyle “magazines,” in the vein of Yahoo Tech. 

Yahoo Shine was launched in March 2008, aimed at the between 25 and 54 female audience. ComScore stats show that unique visitor traffic has ranged between about 35 million and 42 million for the last year, but barely topped 30 million this past February.

An unnamed person close to the situation told Re/Code that Mayer never liked Shine in its current iteration. She envisioned an “online version of Vogue,” instead of the mass-market portal it is today. Sources added that Shine employees are looking for new opportunities with the relaunched product.

Yahoo did not respond to Adweek’s repeated requests for comment.

Mayer recently announced to analysts that the company was still rebuilding itself, a process that could take years. It announced that last year's fourth quarter total revenue was only $1.26 billion, down 6 percent from the year before. Display ad business and search revenue declined 6 and 4 percent respectively.