NEW YORK (June 4, 2012) – About.com (www.about.com) today launched a new trade marketing campaign, “About.com. Do more.” The campaign showcases About.com as a catalyst for users to take action in their everyday lives, through practical advice and information written by the life-experienced guides on About.com.
“Whether a user is seeking vacation ideas, a recipe or parenting advice, About.com guides have been there and done it, and by sharing that experience, they are helping users do more every day,” said Tracy Raiser, senior vice president, sales and marketing, About.com. “With an incredibly large audience coming to the site each month seeking actionable information, About.com is an invaluable tool for marketers to communicate with users at a point when they are ready to take action.”
The ads feature images of people in everyday situations; in each, About.com’s signature red ball symbolizes the site’s role in helping that person do something. Initial campaign units will focus on the overall About.com brand and audience scale. Future ads will highlight About’s strength in key content categories. The About.com tagline has also been updated to reflect the “About.com. Do more.” campaign language.
The campaign is launching in print this month in The New York Times, and rich media ads will run on a wide array of digital trade, technology and social media sites. Out-of-home placements for the campaign – including bus shelters, phone kiosks and street teams – will appear in New York City, Chicago, San Francisco, Los Angeles, Seattle and Detroit.
About.com reached more than 67 million unique users in the United States in March (comScore Media Metrix Total Universe, March 2012). The more than 900 topic sites on About.com cover a wide variety of subjects, from parenting, health care and technology to cooking, travel and autos; each topic site is written by a guide with passion and experience in that topic. For information about advertising on About.com, view the media kit at http://www.advertiseonabout.com/.
About The About Group
The About Group comprises the Web sites About.com, ConsumerSearch.com and CalorieCount.com. About.com is a valuable platform for content that helps users solve the large and small needs of everyday life. ConsumerSearch.com analyzes expert and user-generated consumer product reviews and recommends the best products to purchase based on the findings. CalorieCount.com is an online resource that helps users solve the everyday challenges of losing weight and living a healthy lifestyle.
The New York Times Company (NYSE: NYT), a leading global, multimedia news and information company with 2011 revenues of $2.3 billion, includes The New York Times, the International Herald Tribune, The Boston Globe, NYTimes.com, BostonGlobe.com, Boston.com, About.com and related properties. The Company’s core purpose is to enhance society by creating, collecting and distributing high-quality news, information and entertainment.