Womans Web Site Signs Volvo Cars As Sponsor of "Online Safety Center"

Volvo Cars Becomes Exclusive Safety Content Sponsor on the iVillage Network, iVillage Survey Shows Car Safety and Durability as Most Sought After Benefits by Women

NEW YORK, April 20 -- iVillage Inc. , a leading women's media company and the number one source for women's information online, today announced an online safety center in conjunction with Volvo Cars of North America (VCNA). Located at www.ivillage.com/safety, "Safety Central" is a comprehensive resource center with information and resources that aim to help individuals keep their home and family safe.

The resource center provides useful information from both experts and iVillage members and covers safety topics from kitchen and outdoor to back-to-school and babies to cars and holidays. In addition, the hub will offer polls to take the pulse of the iVillage audience and provide feedback on the automotive marketplace. It is slated to include resources for women to find out about Volvo's seasonal promotions, new car introductions, model galleries and dealer locators.

"Volvo understands the economic power of women, as well as the importance of reaching female consumers in relevant, trusted and meaningful ways," said Douglas W. McCormick, chairman and CEO of iVillage Inc. "This safety center offers women a complete resource guide to safety information and offers Volvo the unique opportunity to interact with consumers as only the Internet can offer."

"For 77 years, Volvo has been driven by a philosophy of protecting people -- both inside and outside of our vehicles," said Phil Bienert, Manager of CRM & e-Business for Volvo. "Safety Central on iVillage allows us to extend our passion for safety to a wider audience, allowing us to demonstrate how safety fits into the day-to-day lives of women."

As part of the 12-month sponsorship arrangement, Volvo becomes the exclusive sponsor of safety content on iVillage.com, the majority of which will reside within "Safety Central." In addition, Volvo is running a media campaign to promote Volvos to female consumers throughout iVillage.com. The components of the media campaign are designed to generate awareness and viral interest and include full screen arrival ads, a sweepstakes to win a 2-year Volvo Cars XC90 lease, and co-branded media served across the iVillage Network and throughout the "Safety Central" area.

In addition to this announcement, iVillage also released today internal automobile research(1) showing women to be critical marketing targets for automotive advertising. The study, conducted in November 2003, showed the purchase or lease of new vehicles by women increased 35% in 2003 when compared to 2002. It also revealed that women had safety (90%) and durability (86%) as their two most sought after benefits of a car. According to respondents, the Internet is the dominant source for vehicle information when shopping for a car, with nearly 85% using the Internet as their top source for information after actual sales people.

About Volvo Cars of North America

Volvo Cars of North America, LLC part of the Volvo Car Corporation of Gothenburg, Sweden, provides marketing, sales, parts, service, technology and training support to Volvo automobile retailers in the United States, Canada, Mexico and Puerto Rico.

The Volvo automobile model line includes the newly introduced award- winning 2004.5 all new S40, the award-winning XC90, the sporty S60 sedan -- including the award-winning performance sedan -- S60 R and its performance wagon counterpart -- V70 R, the flagship S80 luxury sedan, versatile V70 wagon and rugged XC70 (Cross Country), the C70 convertible, and the compact S40 and V40 models.

About iVillage Inc.

iVillage is "the Internet for women" and consists of several online and offline media-based properties that seek to enrich the lives of females through the offering of unique online content, books, videos and other consumer products and services. iVillage Inc. was established in 1995 and is headquartered in New York City.

Average monthly page views for iVillage.com and its affiliate Web sites (the "iVillage Network") nearly 353 million for the quarter ended December 31, 2003. In March 2004, according to comScore Media Metrix, the iVillage Network ranked 26th among the top 100 Web and Digital Media properties with more than 15.3 million unique visitors in the United States and had an average reach of 10% of the total online population. Also according to comScore Media Metrix, during this period visitors returned an average of nearly 3 times per month.