iVillage Inc. is in talks to sell iBaby Inc. --
the e-commerce unit it acquired with much fanfare two years ago -- to rival
online baby-products retailer BabyGear.com. A sale would be a significant shift in strategy for iVillage, which has
nurtured a close-knit community of women struggling to juggle parenthood and
careers. According to people familiar with the situation, iVillage's decision to seek a
buyer for iBaby is motivated by its desire to increase its advertising and
sponsorship revenue. Its relationship with iBaby has hampered its ability to
court other baby-products retailers who may want to advertise on iVillage. -- Andrea Petersen, The Wall Street Journal
