<div id="subtitle">Time looks beyond ad revenue, buying personal shopping site StyleFeeder for InStyle.com</div><div><p>Time Inc. is looking beyond advertising revenue to help bolster InStyle magazine's online edition, saying Tuesday it will acquire the personal shopping Web site StyleFeeder.</p><p>While online versions of newspapers and magazines have seen ad revenue climb over the past decade, that growth has not kept pace with steep declines in print revenue.</p><p>StyleFeeder, which Time plans to integrate with InStyle.com, combines advertising with a slice of the profits earned when shoppers make retail purchases online.</p><p>Time did not disclose the purchase price but said the site has more than 1 million registered users.</p><p>Fran Hauser, the president of digital operations for Time's Style & Entertainment Group, said StyleFeeder has already negotiated revenue-sharing terms with more than 2,000 online retailers, though she declined to give specifics.</p><p>"Shopping is a natural extension of what women do on InStyle.com," she said. "E-commerce allows us to diversify."</p><p>Finding new ways to drive revenue — through advertising or otherwise — is a top priority for the industry. Magazines lost more than a quarter of their ad pages in 2009 compared with the year before, according to the Publishers Information Bureau.</p><p>InStyle, for instance, is also looking to more closely integrate its print edition with online shopping as a way to bring more advertisers back to print. In its December issue, the magazine introduced special 3-D pages that direct readers to retailer sites.</p><img src="http://admatch-syndication.mochila.com/images/ad.gif?aid=67284272&bid=informcom" /></div><div id="copyright"><div>

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