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(March 29, 2001) -- Media Central, the Primedia unit of media-related properties headed by Chairman-CEO Steven Brill, is believed to have reached a deal to purchase and its magazine, has learned. Terms were not known. The final details were being worked out in recent days.

Mr. Brill did not immediately respond to phone calls. An assistant said Kurt Andersen, a co-foudner of, was out of town. Michale Hirshorn, the other co-founder of, did not respond to a message left on his voice mail. was one of the most ambitious content plays on the Web when it launched last spring and currently has a staff in New York and Los Angeles covering all aspects of music, movies and media businesses. It has won accolades for its editorial coverage but has proved a disappointment in attracting advertisers and subscribers.

Mr. Brill's Brill Media Holdings, which includes the Web site, holds a minority stake in Media Central, and Primedia owns 49% of Brill Media Holdings. -- Jon Fine

Copyright March 2001, Crain Communications Inc.

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