Alliance with Yahoo latest boost for Golden Girl gurus

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This article was published 12/03/2011 (5631 days ago), so information in it may no longer be current.

“YAHOO” isn’t just the feeling in the offices of Golden Girl Finance these days, it’s also the name of its newest strategic partner.The Winnipeg-based website (www.goldengirlfinance.ca/), which features stories on personal finance and money geared specifically toward women, has signed on to provide content to Yahoo Finance, a leading Canadian financial site that receives two million visitors a month.

Laura McDonald, co-founder of Golden Girl, said the deal is “huge” for her and business partner, Susan Misner, who started the site last summer.

“We never envisioned this early on,” McDonald said. “To partner with somebody like Yahoo Finance skyrockets what we’re able to do. We provide daily content that will help us build our national brand presence as the dominant voice of female finance.”

McDonald said Golden Girl’s focus will be continuing to make financial education fun and entertaining.

“It’s taking media stories and what people are talking about in pop culture, putting that financial spin on them to get people more engaged in finance and getting people not in the industry to take more of an interest,” she said. “When you relate it to women’s everyday lives, the products they love and the often hilarious situations that shape their everyday existence, financial literacy becomes a welcome education. It’s about humanizing finance, making it real, relevant and relatable.”

Marc Reppin, director of audience for Yahoo’s Canadian operations, said the web giant had been interested in Golden Girl since late last summer.

“They’re providing investing and personal finance content geared toward women and they’re Canadian, too. We’re the premier digital media company on the web and we’re always looking for strong partnerships to build our content offering to our audience,” he said.

In addition to being in its news vertical, Golden Girl will also be featured in Yahoo Finance’s personal finance section, Perfect Cents.

Reppin described Golden Girl’s approach as “fresh, lively, a little more playful and fun to read.”

“They’re dealing with particular situations such as going back to work after having a baby or getting an education. They’re empowering women to take ownership of their financial situations,” he said.

No money is changing hands in this deal, but Reppin said Yahoo will provide Golden Girl with brand visibility and exposure to its audience, including logo attribution and links back to the Golden Girl site.

“For them, they get the association with Yahoo, which is a very strong digital brand,” he said.

Golden Girl Finance derives its revenue from advertising. It also has several thousand women who subscribe to its newsletter, a figure that is growing by double digits every month.

geoff.kirbyson@freepress.mb.ca