Women.com juggles content to increase customer loyalty

Through the deal, Women.com will add five new features to its women-focused sites, including file and photo sharing, address book capabilities, and reminder services. The company also plans to deliver many of these services to wireless devices such as pagers and cell phones.

Terms of the deal, which were not disclosed, involved cash and stock, the company said.

As Women.com looks to build on its strengths to keep visitors at its sites for a longer period of time, it also has cut areas that haven't enhanced brand loyalty and revenues. Last month, the company quietly closed its online store for women's clothing and accessories, just three months after launching the site.

"We think these (features) will drive more value for our visitors and cause them to spend even more time on our network," said Ellen Pack, senior vice president of Women.com.

ezSharing, whose site was in beta before the purchase, will contribute a suite of software tools to the women's network. Women.com plans to fold such features as the calendar and daily planning functions into compatible areas within its 19 channels of content, such as Pregnancy and Fitness.