NEW YORK (Jan. 24, 2006) — About.com continues to reap the benefits of being acquired by The Gray Lady.
Since it was brought into the New York Times Co. fold last March, the general interest site has seen its ad revenue and unique user based increase dramatically. In 2005, the site’s ad revenue reached $52 million, up from $36 million last year. And during the most recent fourth quarter, revenue increased by 51 percent to $16.7 million.
According to New York Times president and CEO Janet Robinson, the sales team efforts at About.com have been successful across the board. “All three of its revenue streams – display advertising, cost-per-click advertising and e-commerce– showed strong growth, with the overall increase driven by higher rates and greater spending from blue-chip brands,” she said.
Those blue chip advertisers are likely attracted by About.com’s massive traffic, which Robinson said places the site consistently in the top ten of all Web properties ranked by sheer size. Since it was acquired, the site, which features user-hosted guides on topics ranging from health to parenting to local restaurants, has seen its unique user base surge from 22 million to 29 million in the U.S. alone.
And About.com has led a successful cross-promotional effort among all of the company’s digital properties, including NYTimes.com and Boston.com, said Robinson. “About.com continues to drive traffic to our other Web sites and to cross-market our sites, further promoting our brands and extending our reach into readers’ homes and offices,” she said.
For About.com: Lisa Langsdorf, 212-204-1467 firstname.lastname@example.org