New York--Primedia on Thursday unveiled a plan to bolster its electronic-commerce initiatives and to trade advertising pages for equity positions in new-media companies. Chairman-CEO Tom Rogers, who in October came to Primedia from NBC, said a similar approach was used at NBC to boost its Internet presence. The goals, Mr. Rogers said, include raising capital and attracting ``new-media talent.'' Primedia, which owns Intertec Publishing, has a business-to-business Web portal called IndustryClick, which includes properties focused on such markets as entertainment technology (Digibid.com), telecommunications (Internettelephony.com) and media (MediaCentral.com). ``Our positions in traditional media enable us to quickly take leadership positions on the Internet,'' said Mr. Rogers, who promised to unveil a full strategy in the first quarter of 2000.