Yahoo! Canada bows new lifestyle site

Media In Canada - Toronto, ON, Canada - A new site aimed at women aged 24-54 has been launched by Yahoo! Canada.Today's Parent and W Network, as well as US household mavens Martha Stewart and Rachael Ray. It is divided into sections devoted to Home & Garden, Fashion & Beauty, Health & Fitness, Family & Relationships and Food & Entertaining.

"This demographic consistently shows a high level of engagement in topics that interest them, and that translates into a tremendous opportunity for Canadian advertisers," said Yahoo! Canada general manager Kerry Munro in a release.

Ogilvy Toronto has been engaged to create ads promoting the site to run on the Yahoo! Network, which boasts 17 million unique Canadian visitors monthly.

In addition to blogs from personalities like athlete Gabby Reece and columnist Josey Vogels, plus a question and answer feature, there will be a variety of vehicles for women to find and exchange information with each other, including polls and quizzes, Yahoo! Canada spokesman Clive Hobson tells MiC. "Clearly there was a need to be filled for our users, and equally there is a need for advertisers to link their ads to such an engaged audience."