New York Times, Forge Alliance

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The New York Times formed an agreement with and launched a Web-based card service, allowing its users to select, personalize and mail printed communications at its Web site,

Under the terms of the agreement, CardStore, Emeryville, CA, would handle the technology and fulfillment of the cards. Other terms of the deal were not disclosed.

The Times will initially offer a collection of classic photographs from the company's archives.

Visitors to The Times Web site can locate the digital collection by going to the company's online store and clicking on "cards."

"It enables The Times to leverage their collection of photography," said Patty Gessner, senior director of marketing at CardStore. "They've got this incredible collection of assets that they can now turn into a revenue-producing service for their customers."

Gessner said that since the collection of photographs is digital, CardStore only would print cards after an order is made, meaning The Times would not have to order pre-printed cards.

"'s technology enables us to offer highlights of [our] collection to our customers in the form of personalized, custom printed cards sent from their desktops," said Jim Mones, director of the Photo Archives at The Times, through a statement.

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