As many pills as years in a birthday

Consumer health site RealAge has been snapped up by Hearst Magazine for an estimated US$ 100 million, reports The New York Times.

The purchase is the latest in a long string of moves by publishers to capture the health and wellness-conscious online consumer. Hearst and other publishers have made a number of such purchases in the recent past.

RealAge uses 125 lifestyle, health and other factors to determine someone's "real" body age, at which point the user is told how he or she can improve their life. The site has had about 2.1 million unique visitors in the first half of 2007.

Hearst believes RealAges's core demographic of women, with an average age of 45, will be a good fit with its other titles. Hearst will build out the site features and integrate recipes and more from other Hearst properties.