Amy Iorio, the nonpregnant Yahoo exec who likes to park in spots reserved for expectant mothers, has found a way for Yahoo advertisers in consumer packaged goods, retail and pharmaceuticals to reach their target audience of women aged 25 to 54. (They are the key decisionmakers in all our lives, according to the ad salesman's stock patter.) Iorio says Shine (screenshot below) is for those women who felt left out by what other Internet destinations, such as Glam.com and iVillage, offer. Iorio told the WSJ: "These women were looking for one place that gave them everything." Everything but a parking spot.

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