Kara Swisher

Recent Posts by Kara Swisher

Yahoo's Shine Editor-in-Chief Departs for Condé Nast's Lucky Magazine

As Yahoo (YHOO) seeks to sort out its women’s strategy online, Brandon Holley (pictured here)–the editor-in-chief of its main women-focused site, Shine–is leaving for a job with the same title at Condé Nast’s Lucky magazine.

In the women’s space, Yahoo’s Shine site, is huge, but has lagged in social networking and other current trends.

Juicing it up is important, since the women’s market is a big one for advertisers, with many competitors–from iVillage to AOL (AOL) to a recent effort by Demand Media to reach women using a site created with supermodel Tyra Banks.

Here is the press release from the New York media giant about the move by Holley, who had been at Condé Nast before (and you can read a story here in the New York Times from earlier this year, in which she compares her online and offline jobs):

BRANDON HOLLEY NAMED EDITOR IN CHIEF OF LUCKY

New York, N.Y., September 8, 2010–Brandon Holley has been named Editor in Chief of Lucky, it was announced today by Thomas J. Wallace, Editorial Director of Condé Nast. Her appointment is effective September 20, 2010. Ms. Holley was the Editor in Chief and business lead of Yahoo! Shine, one of the largest online destinations for women, since 2007. She replaces Kim France, who is leaving the company.

:Brandon is an extraordinarily innovative editor whose extensive experience in both the print and digital realms will be key to developing the Lucky brand across multiple platforms,” said Mr. Wallace.

Under Ms. Holley’s leadership, Yahoo! Shine attracted 25 million visitors per month, according to comScore. Her appointment at Lucky marks a return to Condé Nast for Ms. Holley, who was Editor in Chief of Jane from 2005 to 2007, when it ceased publication. In 2001 she launched ELLEgirl where she remained editor until 2005. Ms. Holley served as senior editor at GQ from 1998 to 2000. She was also part of the launch team of Time Out New York where she served as the dining and shopping editor from 1995 to 1998. She started her magazine career as a writer for Paper magazine and worked as a fact checker for Rolling Stone. In 2002, Ms. Holley was named one of Advertising Age’s Women to Watch.

Lucky and Luckymag.com focus on shopping and style, showcasing what to wear and how to wear it, while making fashion and beauty fun and accessible. The magazine, which launched in 2000, has a circulation of 1.1 million. Condé Nast, a division of Advance Publications, operates in 25 countries.

In the United States, Condé Nast publishes 18 consumer magazines, two trade publications and 27 websites that garner international acclaim and unparalleled consumer engagement.


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Just as the atom bomb was the weapon that was supposed to render war obsolete, the Internet seems like capitalism’s ultimate feat of self-destructive genius, an economic doomsday device rendering it impossible for anyone to ever make a profit off anything again. It’s especially hopeless for those whose work is easily digitized and accessed free of charge.

— Author Tim Kreider on not getting paid for one’s work