As EIC of Yahoo Shine!, Holley teaches magazine brands how to turn community into content. It’s all part of an alchemy she mastered years ago when  she launched the Elle Girl Web site and later edited Jane—leveraging content that engages audiences, converting them into brand evangelists and content providers. Set up in a blog format, Shine is essentially a women’s Web site but it’s one where content is king, dishing up original articles from staff editors and writers, and from the site’s users. And it’s proven to be a magnet for women: Within the first few days of the site’s launch, hundreds of users signed up to run blogs on Shine.
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