Update: iMaternity and drpaula.com Form Marketing Alliance

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Imaternity.com, a Web site tailored to expecting and new mothers, announced an agreement yesterday with Drpaula.com, a provider of pediatric healthcare information.


The terms of the agreement call for iMaternity, Chicago, to feature Drpaula, Washington, NJ, on its Web site and in its newsletter promotions. Imaternity also will promote the Drpaula Web site through Web-enabled computers at their 150 brick-and-mortar locations.


"I feel that strategic alliances with brick-and-mortar companies are essential for sustaining and growing a company with a large Internet presence," said Harold Engel, president of Drpaula.


The companies are in the process of implementing a subscription-based model.


The revenue-sharing agreement would allow Drpaula to receive a portion of revenue from Drpaula subscriptions via iMaternity's Web site. Imaternity, meanwhile, will handle the marketing and promotional costs.


In related news, Drpaula agreed last week to be acquired by PediaNet.com, Brooklyn, NY, a site geared toward pediatrics.


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