about com
October 15, 2021
### The Evolution of About.com: From a Knowledge Hub to Dotdash Meredith
About.com was once a widely recognized source of information and advice on a vast range of topics. Founded in 1996 as *The Mining Company*, it evolved into *About.com* in 1999, becoming a pioneer in delivering expert-written content tailored to North American audiences. However, the brand ceased operations in 2017 and was rebranded as Dotdash, which later became Dotdash Meredith after acquiring Meredith Corporation. This article delves into the history, business model, and legacy of About.com, as well as its transformation into one of the largest digital and print publishers in the United States.
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### **The Origins of About.com: From Mining Company to Media Powerhouse**
When About.com was launched in 1996, its primary focus was on creating a centralized platform for knowledge sharing. Known initially as *The Mining Company*, it emphasized providing content on niche topics, written by expert contributors called "Guides." These Guides specialized in specific fields, offering detailed how-tos, explainer articles, and expert advice.
The rebranding to About.com in 1999 marked its rise as a go-to platform for users seeking credible and concise information on virtually any topic. Its innovative model attracted the attention of major corporations, culminating in its acquisition by *The New York Times Company* in 2005 for $410 million.
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### **Business Model and Content Strategy**
About.com's success stemmed from its unique business model. The site operated on a decentralized structure where Guides, often specialists in their fields, wrote content under dedicated topic pages. Topics ranged from health and technology to travel and education.
The model was revolutionary for its time, leveraging search engine optimization (SEO) to ensure its articles ranked highly on search engines. This allowed About.com to monetize through advertising, with revenue primarily driven by display ads and partnerships.
However, the same model became its Achilles' heel. The rise of more dynamic content platforms, like Wikipedia and YouTube, and the shift in user preferences toward more visual and interactive formats, exposed the limitations of About.com's static pages.
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### **Rebranding to Dotdash**
By the mid-2010s, About.com faced declining relevance and traffic. Recognizing the need for reinvention, the company underwent a dramatic transformation. On May 2, 2017, About.com was officially retired and replaced by *Dotdash*, a name that symbolized a fresh start while subtly nodding to About.com’s history (the name "Dotdash" references Morse code for the letter "A").
Neil Vogel, CEO of Dotdash, spearheaded the rebranding effort, which included breaking About.com's content into specialized verticals. Each vertical was designed to cater to a specific audience with a focus on high-quality, user-centric content.
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### **The Dotdash Vertical Brands**
The transition from About.com to Dotdash gave birth to several niche-focused brands, each catering to a specific domain:
1. **Verywell (Health):** A health and wellness platform offering evidence-based advice on physical and mental well-being.
2. **The Spruce (Home):** Focused on home improvement, gardening, and interior design.
3. **The Balance (Personal Finance):** Providing practical advice on budgeting, investing, and managing finances.
4. **Lifewire (Tech):** A technology site simplifying complex topics for everyday users.
5. **ThoughtCo (Education):** Aimed at lifelong learners, covering topics from history to science and arts.
6. **TripSavvy (Travel):** A travel site offering practical tips and destination guides.
This segmentation allowed Dotdash to better meet the needs of modern digital audiences, delivering content in an organized and visually appealing format.
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### **The Acquisition of Meredith Corporation**
In 2021, Dotdash acquired Meredith Corporation, a media company known for iconic brands like *Better Homes & Gardens*, *People*, and *Allrecipes*. This merger resulted in the creation of *Dotdash Meredith*, establishing it as the largest digital and print publisher in the U.S.
The acquisition allowed Dotdash to expand its reach and diversify its content portfolio. With its headquarters in New York City and additional offices in Des Moines, Iowa, and Birmingham, Alabama, Dotdash Meredith now oversees a wide array of platforms across print and digital media.
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### **Impact and Legacy of About.com**
About.com’s influence on the internet landscape cannot be overstated. It was among the first platforms to emphasize SEO-driven content, setting a precedent for how digital information is created and distributed.
However, its static format and failure to adapt quickly to changing digital trends ultimately led to its decline. The transition to Dotdash breathed new life into its legacy, ensuring that the expertise and knowledge amassed over two decades remained accessible through modern, user-friendly platforms.
Today, the former About.com exists as a fragmented yet highly successful collection of niche brands. While the About.com name has vanished, its spirit of providing expert advice and accessible information lives on through Dotdash Meredith's properties.
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### **Lessons from About.com’s Journey**
The rise and fall of About.com offer several lessons for businesses operating in the digital age:
1. **Adaptability is Key:** About.com’s inability to pivot quickly in the face of competition underscores the importance of staying ahead of industry trends.
2. **User Experience Matters:** Modern users demand visually engaging, mobile-friendly, and interactive content. Static, text-heavy pages are no longer sufficient.
3. **Specialization Drives Success:** The shift to niche-focused brands like Verywell and The Spruce highlights the value of targeted content that resonates with specific audiences.
4. **Innovation Requires Bold Decisions:** The rebranding to Dotdash was a risky but necessary move, demonstrating the importance of reinvention in maintaining relevance.
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### **Dotdash Meredith’s Vision for the Future**
As Dotdash Meredith continues to grow, its focus remains on delivering high-quality content across digital and print mediums. The company’s commitment to data-driven insights and innovative storytelling ensures that it remains at the forefront of the media landscape.
By embracing change and prioritizing the needs of its audiences, Dotdash Meredith serves as a testament to the enduring value of expertise and adaptability in the ever-evolving world of digital media.
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### **Conclusion**
About.com’s transformation into Dotdash Meredith represents a remarkable journey of reinvention. From its early days as a trailblazer in online content to its current status as a media powerhouse, the legacy of About.com continues to shape how we consume information. While the original platform may no longer exist, its influence is evident in the thriving ecosystem of niche brands that emerged from its reimagining.
As the digital landscape evolves, Dotdash Meredith’s ability to innovate and adapt will determine its role in the future of media. One thing is clear: the spirit of About.com’s commitment to expert advice and accessible information lives on, stronger than ever.
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