Publisher Meredith has purchased consumer health information search engine Healia.com, the latest in a series of online acquisitions, reports MediaPost.

The search engine allows people to drill down into results based on demographic and other factors in order to deliver the best results. That sort of information is likely very attractive to drug and other health companies.

Healia's vertical search will be integrated into other Meredith websites, such as Better Homes and Gardens, Parents and American Baby, among others. Meredith executives believe the interest women have in finding health information online will make this a good fit, increasing site stickiness and consequent vendor interest.

The acquisition puts Meredith in a position to benefit from advertisers drawn to Healia's capabilities.