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Yahoo to Shutter Women’s Site Shine

Shine, the women-centric site from Yahoo, is on its last legs. According to Recode, the site is about to be shut down. Jennifer Romolini, editor of Yahoo Lifestyles — which included Shine — has already moved on.

Apparently Marissa Mayer, CEO of Yahoo, has never been a fan of Shine. “She thought Shine was not attractive and she aspires to create an online version of Vogue,” a “person close to the situation,” told Recode. “But Shine is a mass-market content site, more like USA Today.”

In Shine’s place, Mayer plans to launch several “digital magazines,” each with their own focus; like fashion, beauty and interior design. Before we go any further, a word about digital magazines: They are websites. You’re not fooling anyone by calling them “digital magazines.” WE KNOW THEY’RE JUST WEBSITES. It doesn’t make the sites any fancier; it only makes you sound like a pretentious idiot. Thank you.

Shine is expected to be closed by the second quarter.

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