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Yahoos Shine 100 Percent Jethro Tull Free

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by Jeff Bercovici
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Mar 31 2008 12:00am EDT

Yahoo's Shine: 100 Percent Jethro Tull-Free

As a general rule, the internet does niche better than it does mass. But mass is where Yahoo lives, and its newest site, Shine, is no exception.

Launched today, Shine is aimed at women in their 20s and 30s. And 40s. And 50s. Altogether, we're talking about, what, maybe a quarter of Americans? Twenty percent? At any rate, a lot.

Its editorial horizons are similarly broad. Here are Shine's content areas: Fashion & Beauty, Healthy Living, Entertainment, Parenting, Love & Sex, Work & Money, Food, At Home and Astrology.

What, you might reasonably wonder, would not be a potential Shine story? I asked editor Brandon Holley (former editor of now-defunct Jane and Elle Girl) and here are the examples she gave:

"Top 10 Soap Opera Hairstyles"

"Quiz: is your Shih-tzu Psychic?"

"Jethro Tull's Reunion Tour!"

"Top 100 Muscle Cars of All Time"

I'm not convinced, though. For one thing, Jethro Tull is still together, according to Wikipedia. Also, Holley used to write an automotive column for Jane, so you know that muscle cars story is only a matter of time.

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