TheStreet.com and AOL (NYSE: TWX) are expanding their relationship with a three-year deal that includes the company's homegrown personal finance site MainStreet.com and BankingMyWay, the Bankrate (NSDQ: RATE) competitor that was acquired earlier this year. Like last September's deal to have Jim Cramer's posts on BloggingStocks, the expanded agreement doesn't have a financial component, according to Steve Elkes, chief revenue officer and EVP-M&A for TheStreet.com (NSDQ: TSCM). Instead, he told me, it's all about growing traffic and exposing more AOL users to content and services from TheStreet.
Beyond that, TheStreet's content is likely to get better play across the AOL network, including the front page and the lifestyle channelsyou certainly don't have to strain too hard to imagine this article on upscaling a grilled cheese sandwich on the main AOL site. The two are a good fit, and we suggested back in September that the launch of MainStreet was a logical reason for AOL and TheStreet to cozy up.
By Joseph Weisenthal