For a cool $410 million, reportedly.
Primedia was the previous publisher/owner. Sources say About.com attracts 22 million unique users per month, and half its revenues are keyed to its use of lucrative cost-per-click text advertising, while The New York Times' Web properties rely mostly on display advertising.
I'm sure about.com answers a lot of generic reference questions that used to go to the library. Which is a good thing--because now we get to work on more interesting questions!
Learn more about the deal. What do you think this acquisition signals about the Times' plans for future growth?
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