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Culture secures hot real estate online

In a continuing effort to draw online book buyers, buys the Net address "" and the trademark to

In a continuing effort to draw online book buyers, today said it has bought the Net address "" and the trademark to

Under the deal, the bookseller bought the URL and trademark from consumer services firm Cendant. Financial terms were not disclosed. Also, will forge cross-promotional relationships with some of Cendant's Net properties, such as and, the companies said.

The deal comes amid fierce competition for customers among retailers both online and off. As the holidays approach, firms are ramping up their efforts even more to cash in on what analysts expect will be a record season for sales online.

It also is the second deal for the bookseller this week. Yesterday, parent Barnes & Noble bought a 49 percent stake in Web publisher

When users type in "," they will be redirected to the site at "," the companies said.

"With this purchase, now owns the two URLs most associated with books--'' and ','" Carl Rosendorf, senior vice president of, said in a statement. "We see this agreement with Cendant as a way to provide a superior shopping experience for's broad base of book buyers."

Along with books,'s site sells music, software, magazines, and gift items. It also offers content such as author chats, book synopses, and reader reviews.