NBC Universal to buy iVillage

The Wall Street Journal has just scooped the news that NBC Universal is buying the women's content site iVillage for $600M, proving at least that the future for any media company that knows which side is up is to dive into the Internet.

For iVillage it's the natural conclusion to a bumpy ride over the last few years. I remember having lunch with the founder of iVillage back in their glory days. They were worth north of $1bn and claiming that they would one day rule the world. Well, they didn't. But then who did? (oh, other than Google obviously)...

So, they hunkered down and focussed on being the premier US women's site and they have done a pretty good job of that. So the prize of $600M and a home at NBC Universal is a decent one. Expect more of the same once the GE boys and girls are in charge.