OK! and Buzz Media Join Forces

If you can’t beat ’em, join ’em: OK! magazine’s Web site has languished in “virtual obscurity” online, compared to People.com or Usmagazine.com, so it’s joining forces with online network Buzz Media, mediaweek reports.

The agreement will see OK! and Buzz jointly selling ads, collaborating on stories, and cross-promoting content. Lori Burgess, publisher of OK!, hopes traffic will increase ninefold.

OK! logged 195,000 unique visitors in March. Buzz got 9 million.

But OK! has the strength of its print brand behind it (which had a circulation of just under 1 million last year), and Buzz does not. This could be a profitable partnership for both parties.

The changes are set to go live by July.