ABC's "Good Morning America" and America Online today will launch a co-branded Web site, AmericaTakesItOff.com, that will focus on diet advice. Longtime AOL advertiser eDiets will be the site's only
sponsor. AmericaTakesItOff.com, hosted by AOL, will include weight-loss tips, community areas, and a ticker showing how much weight consumers have pledged to shed. It's designed to complement and
extend diet-related programming by "Good Morning America" that will air next month. Through January, AOL.com's welcome screen will drive users to the "America Takes it off" site. No money is changing
hands between ABC and AOL, and ABC is not getting a share of the money that eDiets.com is paying AOL to advertise. -- Gavin O'Malley