New York Times Buys About.com
Posted on February 18, 2005
The New York Times Company has acquired About.com, a network of hundreds of targeted guide sites. Primedia, which sold About.com to the Times Company, originally acquired About.com in October, 2000.
About the acquisition the Red Herring says the Times "will gain About.com's advertising base, which has a cost-per-click component, the currently popular and fast-growing model of online advertising. It will also broaden its reach."
Neilsen/Net Ratings says the acquisition will create the twelfth-largest entity on the Internet. It will be interesting to see whether the New York Times Company can generate more traffic and revenues from the guide network than Primedia could. A lot of About.com freelancers will suddenly find themselves blogging for the New York Times Co. The acquisition is about traffic so About.com could get peppered with links to nytimes.com.
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