New York - Hearst Magazines announced on Monday that it will acquire RealAge, a site that provides personalized health information.

While financial terms of the deal were not disclosed, The New York Times cited industry analysts who estimated the price tag at somewhat under $100 million.

Founded in 1999, RealAge claimed 2.1 million visitors per month in the first half of the year; more than 8 million users have also taken its "Real Age" test, which weighs 125 health-related factors to determine a person's "real age."

Seventy-three percent of RealAge's members are women, the majority of whom are 30 to 59 years old -- which dovetails with the readership of Hearst titles like Good Housekeeping, Cosmopolitan, Marie Claire and Redbook.

"With its enormous audience of women, Hearst is the perfect partner for RealAge," said RealAge founder and CEO Charlie Silver.

"The intersection of demographics and content between the two companies provides for powerful cross-promotion opportunities that will enable us to extend our tools and expertise to a bigger audience."

Related Links:
http://www.hearstcorp.com/news/09_17_2007a.html

http://www.nytimes.com/2007/09/17/business/media/17hearst.html

http://www.realage.com