NBC announced today it has purchased a minority stake in women's site iVillage with a commitment of on-air promotional media. No cash or stock was exchanged in the deal. IVillage will also receive promotional space on NBC.com and portal Snap.com, which is co-owned by NBC and CNET. As part of the deal, iVillage will develop co-branded areas on Snap.com covering topics of parenting, family and health. NBC has options to acquire additional shares in iVillage, up to the amount held by America Online, although Candice Carpenter, CEO of iVillage, declined to comment on what percentage AOL currently owned of the company, or if iVillage was planning an initial public offering in the near future.
Tom Rogers, president of NBC cable & business development, said it's done similar barter media deals when it took stakes in interactive music company Launch Media and online community Talk City.
Copyright November 1998, Crain Communications Inc.