SUNNYVALE, California: Struggling web giant Yahoo has responded to advertisers' requests for more access to US women's purchasing power with Monday's launch of new online site Shine.

It targets women aged between 25 and 54 and will gradually replace the existing Food site with features on parenting, sex and love, healthy living, food, career and money, entertainment, fashion, beauty, home life and astrology.

Shine's content will come from from partnerships with Hearst Communications, publisher of women's titles such Cosmopolitan and Good Housekeeping, and Rodale which owns Women's Health, among others.

In addition, an editorial team will publish original stories on a daily basis and user blogs will also feature strongly.

Yahoo Lifestyles vp Amy Lorio says the company's research shows women are looking for a website that reflects all the roles  they play in their daily lives.

She adds: "These women were sort of caretakers for everybody in their lives. They didn't feel like there was a place that was looking at the whole them - as a parent, as a spouse, as a daughter. They were looking for one place that gave them everything."

Websites targeting women are attracting sizeable traffic. Nearly 74 million people visited such sites in February, up 43% over the year earlier period, according to measurement firm ComScore. Overall web traffic grew only 5% in that time.

Top sites include Glam Media and iVillage from NBC Universal and AOL'sLiving and Everyday Health.

Data sourced from Business Week/Associated Press; additional content by WARC staff