As part of its continuing effort to develop online business partnerships, health information publisher Rodale announced that it has taken a minority stake in MotherNature.com, a health and lifestyle online retailer that has filed plans for a public offering through which it hopes to raise more than $60 million. The new partnership is the first deal struck by Rodale Interactive, the Web business development unit launched by Rodale last month (News, Oct. 11).
Pat Corpora, president of Rodale Books and managing director of Rodale Interactive, called the deal "a perfect e-commerce fit," and "a perfect example of the alliance model we think will lead to success on the Web." The agreement also calls for both firms to create cross-marketing opportunities. Rodale already has equity investments in Petsmart.com and Woman.com.
Patrick Taylor, spokesperson for Rodale, told PW the arrangement is "a way to reach new customers." The deal will provide MotherNature.com with an exclusive license to use the content of more than 150 Rodale health titles on its site. The deal will also make the Web-adapted content of 10 Rodale titles that focus on natural remedies, vitamins and supplements available for free through MotherNature.com. The titles can also be purchased through the site.
MotherNature.com, based in Concord, Mass., was founded in 1995 and had sales of $2.6 million and a net loss of $33.4 million for the nine months ended September 30. As of that date, the company had an accumulated deficit of $40.2 million.
