Primedia continues media-alliance strategy with new partnerships

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Primedia, as part of its strategy to expand its core media franchise, is undertaking nine new media alliances across both its consumer and business-to-business units. The value of the nine alliances is more than $45 million, with nearly 85% being non-cash. Primedia invested in IronMax, a heavy equipment online marketplace; inked strategic relationships with Yahoo! and NewsEdge, an online news and content provider; Paperloop, an online exchange for paper manufacturers and distributors; Bluedot.com, an application service provider for marketing automation; BuyAg.com, an online agricultural equipment and parts exchange; Hookup, an online trucks part exchange; eStyle, a maternity, baby and children's product e-tailer; and, through Primedia Ventures, investment in SCAN, a European mobile commerce venture.

Copyright July 2000, Crain Communications Inc.

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