United Online Buys MyPoints

The UAL unit focuses on member rewards.
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United Online

(UNTD)

acquired the MyPoints membership rewards outfit from

UAL

(UAUA)

for $56 million.

MyPoints, which has 100 employees, has 1.4 million active members who gain rewards by filling out surveys about their online shopping. In exchange, they receive discounts from companies such as restaurants, theaters and airlines. MyPoints, which earns its money from advertising, generated $38.4 million in revenue last year and posted operating income of $2.4 million. United Online will retain MyPoints offices in San Francisco and Schaumburg, Ill.

"Our purchase of MyPoints.com represents another major step forward in United Online's strategy of expanding our growing content and commerce business," said CEO Mark R. Goldston. "MyPoints.com is a major name in the online media and loyalty business, effectively bringing millions of active and loyal Internet consumers together with marketers that speak directly to their interests."

Shares of United Online, which owns the NetZero and Juno online Internet services along with

Classmates.com Web site, rose 5 cents to $12.94. UAL, parent of United Airlines, fell $1.06 to $37.76.