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.