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CLEVELAND - American Greetings Corp. added to its stable of Internet greeting card sites with the $35 million purchase of rival BlueMountain.com from the cash-strapped Excite@Home. The Sept. 13 transaction took place two years after Excite@Home bought BlueMountain.com for $780 million in a cash and stock deal.
BlueMountain.com will loin an Internet division that includes AmericanGreetings.com, Egreetings.com and Beat-- Greetings.com. The addition is expected to help American Greetings boost traffic on its Internet greeting card sites to more than 100 million unique visits each year. The company acquired Egreetings.com and BeatGreetings.com in March.
An American Greetings spokesman, David Poplar, said that the company may make some...