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Internet guide service says the two companies will build individual cobranded bookstores across's topic-specific sites.

Internet guide service today announced an online alliance with

New York-based, formerly known as, said in a statement that the two companies will build individual cobranded bookstores across's topic-specific sites. said it covers 17,000 subjects.

In addition, the Ann Arbor, Michigan-based online retailer said it will have access to's content, including book reviews and feature articles. also said it will get "prominent" ad placement throughout's site. In turn, said it will receive advertising revenue from its promotion of the Borders brand as well as e-commerce revenue from the online retailer's sales generated by guide-recommended bookstores.

"This partnership is an ideal fit for," chief executive Scott Kurnit said in a statement. "It adds another highly targeted e-commerce avenue to our vertical network of topic-specific sites."

On Monday, had announced its name change in an attempt to emphasize the site's content and community features. As reported, the company had said that it wants to broaden the way users view the service as more than just a site to find information on specific topics of interest.

The network has great customer value and a similar high-end demographic, Borders Online president Rick Vanzura said in a statement. said it's a network of more than 650 topic-specific sites led by what the company calls expert human "Guides." Each GuideSite provides a comprehensive experience on a particular area of interest and includes a filtered directory, original content, as well as community features that include chat, discussion forums, Newsletters, and event calendars, according to the company.