, Forge $21 Million Partnership, a traditional health
products company that has recently migrated online, Thursday signed a
three-year, $21 million deal with
that involves advertising, marketing, co-developed content,
joint-membership programs, commerce, and research.

The deal calls for to pay $21 million over three
years, and in return it will receive a variety of things, including
exclusive placement in the health and vitamin/mineral/supplement
departments of’s shopping area and as featured partner status on
other shopping areas of the network. will also receive
contextual commerce placement throughout the health channel and other
relevant areas of the network.

As part of the agreement, will get targeted ad placements and
anchor sponsorships in the health, fitness, family, pregnancy and other
channels, as well as in relevant magazine rotations on the network, such as
Prevention, Country Living’s Healthy
and Good

The two companies have also agreed to partner in developing health-focused
areas that will appear on both sites, which will include content
and SelfCare product oferings. Women will also conduct proprietary research
for, presumably involving surveys of its membership.

Additionally, the deal calls for the two companies to create co-branded
membership programs, which would include newsletters, offers, and
promotions to members of both firms. and would also
team for online and offline events aimed at building community.

“We chose to partner with because they are the clear leader in
the online women’s space and home to nearly five million unique visitors
each month,” said Larry Bodner, SelfCare’s president and chief operating officer.

“The partnership capitalizes on the strong synergies between and, both of which are committed to providing women online with
the very best resources for their continued health and well-being.”

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