Report: Yahoo Shine Being Shut Down in Favor of a More 'Sophisticated' Fashion Vertical

Sources say Marissa Mayer wants Elle's Joe Zee to head up the new site.
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Tyler McCall
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Sources say Marissa Mayer wants Elle's Joe Zee to head up the new site.
Screenshot of Yahoo! Shine.

Screenshot of Yahoo! Shine.

When Marissa Mayer took over Yahoo, she immediately began shaking things up at the outdated site by revamping the overall look, making big hires, acquiring relevant startups like Tumblr and launching new verticals.

Now, she's brought her attention to Shine, the company's massive female-focused site, which is reportedly getting the ax, Recode says.

According to an insider, Shine has long been on Mayer's chopping block. “She thought Shine was not attractive and she aspires to create an online version of Vogue,” the source told the media news site. (Apparently, Mayer wasn't too traumatized by her Vogue experience to be inspired by the glossy.) Shine is more mass-market.

Mayer is said to have her sights set on creating smaller, more sophisticated verticals dedicated to fashion and beauty, described as "digital magazines."

And she allegedly has some big names in mind to head them up, including Elle magazine's Joe Zee.

While none of this has been officially confirmed by the company, Jennifer Romolini, former editor-in-chief of vertical Yahoo Lifestyles (which included Shine), has already left her post and joined HelloGiggles.com, according to her LinkedIn profile; others within Shine are reportedly looking for new jobs.

And they're probably going to have some competition: This follows last week's news that women's site Daily Candy would be shuttered by NBC Universal, leaving its 60+ employees in search of new jobs.

We have reached out to Yahoo for comment and will update when we hear back.

Update:

A spokesperson for Yahoo has responded that they are not commenting on this story.