IVillage teams with BlogHer

Deal gives NBC access to blogs

By DIANE GARRETT

IVillage is partnering with BlogHer in a deal that will give it and other femme-centric NBC Universal sites access to BlogHer's network of 2,200 blogs while iVillage receives promo opportunities across the BlogHer network.

Under the deal, BlogHer receives a $5 million investment from Peacock Equity, a joint venture of NBC U and a GE finance arm, and venture capital firm Venrock. Oxygen.com and BravoTV.com will feature BlogHer content along with iVillage.

NBC U also said it has created a female-targeted digital ad sales network as part of the overall strategy for Women@NBCU, its new content and marketing initiative geared to women. Women@NBCU and BlogHer will collaborate on joint ad deals.