Why IAC Wants About
In a somewhat surprising turn of events, there actually may be a bidding war for decidedly Internet 1.0 brand About.com. According to Reuters, Barry Diller has put in a $300 million bid for About, the New York Times underperforming SEO-bait information site. Why?
Though not much may happen because Answers.com and its private equity backers have already signed a letter of intent to grab About, we know Diller’s no fool. The economics are clearly in his favor: NYT wants to shed this dead weight and IAC thinks it can snag it up for cheap. About hasn’t been able to drive revenues or traffic and IAC saw revenue from Ask.com and its other sites jump 46 percent to $348.8 million last quarter.
And with a billion dollar war chest Diller, IAC can afford to take this lowly investment and make it work. Diller also has a strong track record in this space with his other sites in the information space: Ask.com, Dictionary.com, Reference.com.
Marrying the vast amounts of content produced by About with the sensibilities of Ask’s new Q&A format (as well as with other IAC properties) IAC might see an opportunity to lure advertisers to a search-powered Q&A site. Q&A sites could be a new frontier for advertisers as intent and relevancy signals can be high.
Or at the very least, use About content as fact-checkers for Newsweek.
Photo via Fotopedia
Member ExclusiveCase Study: How The Week successfully created a children’s media property amid the pandemic
The Week created and grew a children's publication in the unprecedented pandemic year to keep young audiences engaged.
Bloomberg Media is testing paid tiers for virtual events
Bloomberg is testing a virtual events model where attendees could pay different amounts to attend with a slew of tracks.
‘They won’t enable our identifier’: Identity tech providers try to make sense of Google’s plan not to support alternate identifiers
Some identifiers just won’t work in some Google inventory, but identity tech providers are keeping a stiff upper lip.
SponsoredPeople-based identifiers are driving personalized customer experiences
Marketing teams are now well into 2021, and third-party cookies along with mobile ad IDs are officially on notice, which has implications for all marketers. Soon, cookie- and device-based targeting, frequency capping, measurement and attribution will break. Evolving privacy regulations and policy changes from browsers and device makers have sparked many proposed solutions to replace […]
PopSugar Fitness expands health and wellness coverage after success with at-home workout videos
PopSugar hired Jennifer Fields as deputy editor of fitness to broaden fitness content to include mental health and wellness.
‘It moved quicker than we planned’: iProspect’s global president Amanda Morrissey on the restructure with Vizeum
iProspect's global president Amanda Morrissey expects to complete Denstu-owned performance agency's restructure with Vizeum by the end of March.