Byline: Valerie Seckler

NEW YORK — E-centives has struck a two-year strategic partnership with iVillage Inc. that will make the Web marketer a major supplier of digital coupons and other online promotions aimed at users of iVillage.com, a leading women’s network.
The digital coupons developed by E-centives will be called iVillage e-centives.
As part of the agreement, iVillage e-centives will be integrated throughout iVillage.com, including destinations such as the Member Center; Shopping Central, and the Freebies & Discounts area.
With this strategic alliance, iVillage joins Internet portals and Web sites such as Excite@Home, ZDNet, Parents.com, Deja.com, Egghead.com, and USATODAY.com, among others, as partners in E-centives’ plan to integrate its promotions where consumers already feel comfortable shopping online.
IVillage.com, based here, is aimed at women, ages 25-54. Its online communities are built on issues of importance to women, and provide interactive services, and online access to experts via 16 content channels, and several shopping areas.
Those channels include allHealth, Astrology, Beauty, Diet & Fitness, Garden, MoneyLife, ParentsPlace, Pets, Readers & Writers, Relationships, Travel, and Working Diva, and are complemented by cyber-stores like iBaby, iMaternity, and PlusBoutique, as well as Shopping Central.
In a statement, Dadi Akhavan, president of E-centives, said Internet players like iVillage.com “know they must provide their members and visitors with solid content, and relevant products and promotions.”
Akhavan added, “E-centives’ alliance with iVillage provides iVillage.com members with valuable incentives and coupons on the things they shop for the most. This agreement also provides merchants access to the approximately five million iVillage.com members who value the convenience and ease of shopping online.”
“We are thrilled to partner with E-centives, which furthers our mission of providing premier services and solutions to women online,” said Michael Rose, vice president of business development at iVillage.
Shares of iVillage added 5/8 to close at 7 7/8 in NASDAQ trading Wednesday, and have ranged widely during the past 52 weeks, trading as high as 79, and as low as 6 7/8.
E-centives, a privately held firm based in Bethesda, Md., is backed by venture capital from Friedli Corporate Finance, J.&W. Seligman, Moore Capital, Excite@Home, and MacAndrews & Forbes Group.