Buys Name

Share this article: yesterday acquired the URL and all traffic to, the portal owned by Dow Jones & Co. and Excite@Home that said last month it would soon cease operations.

While declining to reveal financial terms of the deal, said that effective immediately all site traffic to would be redirected automatically to

The combined traffic of and is expected to create one of the largest targeted business audiences on the Web. At its height, received more than 600,000 unique users per month, about half of the 1.2 million unique visitors who went to last month.

Company officials said about 70 percent of traffic to and occurs during weekdays between 8 a.m. and 6 p.m. By increasing overall traffic, executives said they are hopeful they will be able to provide advertisers with additional targeted and vertical advertising opportunities.

Based in Santa Monica, CA, started last year with the backing of such strategic partners as Cahners Business Information, IndustryClick, The McGraw-Hill Cos. and The Financial Times Group.

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