Hasta La Creative!

The concept behind Shine, Yahoo's new gal-focused website/portal/destination thing, makes enough sense: Create an internet landing pad for women between the ages of 25 and 54 who think Oprah's gotten a little too mouthy nowadays. Sprinkle it with publicist-approved celeb factoids, the barest hint of edge-free wit and images of pretty, skinny white people, and voil?: a site that sates the target audience's every information and entertainment jones. The execution, however, is so klutzy as to make one wonder if Yahoo has taken its we-done-built-the-internet preeminence for granted.