Yahoo! Launches Shine Latina

Yahoo! unveiled Shine Latina - a home for bicultural Latina lifestyle content, within Yahoo! Shine, a site for women's lifestyle content in the U.S. with more than 34 million unique visitors a month according to comScore Hispanic Ad-Focus, April 2012.

Shine Latina takes a 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”, said the company in a release.

"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."

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 Espanol and program relevant English content for Latinos across Yahoo!'s media properties.


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Marcos Baer @MarcosBaer

Marcos oversees editorial and sales. He is based in Portada's NYC headquarters. Prior to launching Portada in 2003, Marcos worked in both the media and finance sectors. He occupied leading roles at the Spanish edition of The Wall Street Journal, in Spain’s newspaper Cinco Dias and at SwissRe. He is an MBA, and a CFA. Marcos is a print junkie and also loves all things digital media. He also is passionate about everything related to New York City and loves to play tennis.

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