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eHealth - Monday, September 17, 2007

Hearst Buys eHealth Site RealAge.com

The New York Times reports that Hearst has bought the health web site Real Age and may have paid close to $100M to close the deal (given reporting revenues at Real Age of $20M per year.)

RealAge is a consumer-health media company and provider that provides personalized health information and management tools with the tag line "Live Life to the Youngest®." They have a smart marketing pitch to readers which is to quiz them and then provide them with a quote as to how old they really are "biologically" rather than what the calender says.

RealAge was founded in 1999 and claims 2.1M unique visitors a month. That's great traffic but it just shows what a high price advertisers will pay for health traffic as $20M is a lot of revenue to milk from this level of traffic.

RealAge also operates the sites DogAge and CatAge.

Read - NY Times