iVillage (“The Internet for Women: Discussing Women’s Issues”)

I saw this morning that NBC Universal has acquired iVillage for $600 million. Quoting Reuters:

The deal, expected to close in the second quarter, underscores the ambitions of established media companies’ to establish a presence on the Internet as the medium develops into a bona-fide alternative to traditional media, like television and newspapers, for both programming and advertising.

(Comment: It appears I am not the only one who sees a paradigm shift with online advertising no longer being viewed as the red-headed stepchild in the promotional mix. Congratulations, iVillage!)