Yahoo Shine, the portal’s new website for women, hopes to attract an audience by bringing content straight from the magazine rack to the web.

Yahoo has reached deals with major publishers like Hearst Magazines (Cosmopolitan, Good Housekeeping), Conde Nast (Glamour, Allure) and Time Inc. (In Style) to provide original copy and videos to the site, as well as interactive blogs, all in the hopes of attracting the female 25-54-year-old demographic.

Brandon Holley, editor in chief of Yahoo Lifestyles, told MediaWeek that Shine will feature extra doses of sass and humor, separating it from the rest of the women’s website pack.

“I looked at men’s magazines and the way they’re presenting things, and hopefully that smart, provocative humor comes out,” Holley said.

Yahoo drew 40 million female visitors in February, but it ranked sixth among health and fitness sites and seventh among cooking sites, according to Nielson Online data.