Looksmart, Guthy-Renker Partner

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Internet directory and portal Looksmart, San Francisco, said it formed a strategic partnership with direct response TV firm Guthy-Renker, Santa Monica, CA, to expand the firms' e-commerce offerings and promote each other's properties. Guthy-Renker has taken an ownership position in Looksmart, and in exchange, Looksmart has acquired certain assets of Guthy-Renker's e-commerce division. Guthy-Renker will promote Looksmart via broadcast TV, and the two companies will partner on future direct marketing initiatives. Guthy-Renker's current online properties include BuyItOnTheWeb.com and Choice Mall. Guthy-Renker also operates the GRTV Network, a 24-hour marketing channel received in some 45 million homes. Guthy-Renker will cross-promote the sites to its customer database.

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