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About

About.com was an American online content platform and digital media company that operated from 1996 to 2017, delivering expert-written articles, guides, and multimedia on over 700 topics spanning health, finance, technology, lifestyle, and more, through a network of freelance subject-matter experts known as "guides." Founded in 1996 by media executive Scott Kurnit as The Mining Company—a site aggregating content from independent topic specialists—it went public via an in 1999 and was renamed About.com to emphasize its role in providing "about" any subject in an accessible format. The platform distinguished itself in the early era by combining human-curated, ad-supported content with community features like forums and local city guides, attracting millions of monthly users seeking practical, reliable information amid the dot-com boom. Ownership changed hands multiple times during its history, reflecting shifts in the digital media landscape. Acquired by magazine publisher Primedia Inc. in 2000 for approximately $500 million during the height of the , it was later sold to in 2005 for $410 million as part of efforts to bolster the newspaper's online presence. In 2012, The New York Times divested it to IAC/InterActiveCorp for $300 million, allowing IAC to refocus the site on performance marketing and SEO-optimized content creation. Under IAC, About.com evolved into a more decentralized model, emphasizing high-quality, intent-based content across vertical brands, but faced challenges from algorithm changes and mobile shifts. In 2017, it was rebranded as Dotdash, retiring the About.com domain and reorganizing into focused sites like The Spruce and to better target user searches. This transformation continued with Dotdash's $2.7 billion acquisition of in 2021, forming and integrating print and digital assets from brands like and Better Homes & Gardens. As of 2025, has rebranded again to People Inc., maintaining its legacy as a leading U.S. publisher reaching more than 175 million people monthly through premium, expert-driven content.

Overview

Purpose and Mission

About.com, now known as People Inc., is an American company dedicated to delivering expert-written articles, guides, videos, and content on a wide array of topics to inform and engage users seeking practical knowledge. Originally launched to aggregate high-quality, human-curated information from freelance subject-matter experts, its mission has evolved to provide premium, intent-based content across diverse categories, supported by advertising and emphasizing accessibility and reliability in the digital landscape. The company's core principles focus on creating authoritative, SEO-optimized resources that address user needs in areas such as , , technology, lifestyle, and more, while fostering a decentralized model of specialized vertical brands. Unlike traditional encyclopedias or ad-free platforms, People Inc. operates as a publisher, balancing expert-driven editorial standards with performance marketing to reach broad audiences without paywalls. People Inc. maintains separation between its content creation teams and business operations, ensuring while leveraging data and user feedback to refine content strategies. This approach supports its foundational goal of democratizing access to trustworthy information through scalable, brand-specific platforms.

Scope and Scale

As of July 2025, People Inc. operates 40 distinct brands covering categories including , and , food and drink, , , , , , and , with a library exceeding 3 million unique articles and extensive resources. The platform traces its roots to About.com's original scope of approximately 700 topic areas, each managed by independent "guides" who produced in-depth, accessible content. Growth has been substantial, with the company now recognized as America's largest and publisher, attracting over 175 million unique monthly visitors across its sites and integrating print assets from acquired magazines. Key brands include , Verywell , The Spruce, , Allrecipes, , , and Better Homes & Gardens, enabling targeted coverage of specialized interests. This interconnected portfolio supports cross-promotion and comprehensive user engagement, aligning with the mission to serve diverse global audiences through premium content ecosystems.

History

Founding and Early Development

About.com was founded in 1996 by media executive Scott Kurnit as The Mining Company, a designed to aggregate and deliver expert-curated content on diverse topics through a network of freelance subject-matter specialists, initially known as "guides." The site officially launched on April 21, 1997, starting with around 400 topic areas and emphasizing human expertise over automated search, with guides compensated at $250 per month for creating original articles, guides, and . This decentralized model recruited independent contractors with —such as professionals in or —to produce ad-supported content, distinguishing it from early directories like . In its initial years, The Mining Company focused on community features, including forums and local guides, while providing shared website templates and training to guides. By 1999, the platform had grown to cover over 700 topics and went public via an , raising funds amid the dot-com boom; it was subsequently renamed About.com to better reflect its mission of offering accessible information "about" virtually any subject. Early challenges included scaling and navigating the volatile internet economy, but the guide system fostered reliable, intent-driven articles that attracted users seeking practical advice.

Major Milestones and Growth

About.com's growth accelerated in the early , reaching approximately 20 million monthly unique visitors by 2002, supported by optimization and expansions into verticals like and . Ownership shifts marked key milestones: In 2000, during the dot-com peak, magazine publisher Inc. acquired it for approximately $500 million in stock (initially valued at $690 million but adjusted due to market fluctuations), leading to some site consolidations but overall expansion to 750 guides. purchased it from Primedia in 2005 for $410 million to enhance its digital portfolio, during which traffic grew to 53 million average monthly unique visitors worldwide by 2007. In 2012, sold About.com to IAC/InterActiveCorp for $300 million, shifting focus to performance marketing and high-quality, search-optimized content under a more decentralized structure. By 2016, monthly unique visitors exceeded 100 million, prompting rebranding to Dotdash in to organize content into targeted brands like The Spruce (home) and (health), retiring the original domain. Growth continued with Dotdash's $2.7 billion acquisition of in 2021, forming and integrating assets from magazines like and Better Homes & Gardens, boosting reach to over 200 million unique monthly users. As of November 2025, the company rebranded to , emphasizing premium, expert-driven digital publishing.

Content Creation and Policies

Editing Process

About.com's content creation relied on a network of freelance subject-matter experts called "guides," who produced , , and under editorial oversight to ensure quality and relevance. Guides were recruited through a competitive application process requiring demonstrated expertise in a specific topic, submission of writing samples, and completion of a multi-week training program. Applicants typically underwent a "" phase, creating sample content like and posts for review by editors, who evaluated clarity, accuracy, and alignment with site standards. Once hired, guides committed to 15-20 hours per week, producing a full-length (approximately 800 words) every 14 days and updating topic-specific at least three times weekly, alongside forums, reviews, and tutorials. Editorial support was provided by in-house teams to maintain consistency and accuracy. Guides submitted drafts via the platform's , where editors reviewed for factual correctness, engaging tone, and adherence to best practices, offering revisions as needed. Changes were tracked internally, allowing for iterative improvements, though unlike collaborative wikis, edits were primarily guide-driven with professional oversight rather than open contributions. Guides could preview formatting and incorporate from approved libraries before . To combat errors or outdated information, periodic audits and updates were encouraged, especially as search algorithms evolved. Quality control involved both human and emerging automated tools. Editors patrolled new content for compliance, while guidelines emphasized verifiable sources to prevent . As usage grew in the , About.com adapted by optimizing content for smaller screens and introducing options for guides, enhancing across devices. Under IAC ownership from , the process shifted toward performance-based metrics, prioritizing intent-driven, high-traffic articles.

Core Principles and Guidelines

About.com's core principles centered on delivering , accessible information to empower users, encapsulated in its mission to provide reliable "about" any subject without original or . Content had to be written by qualified , drawing from established knowledge and secondary sources like books, journals, and reputable websites, ensuring verifiability and neutrality in advice—especially for sensitive topics like and . Guides were prohibited from promoting personal products or unsubstantiated opinions, maintaining an impartial, user-focused perspective to build trust amid commercial ad support. Key policies emphasized notability and utility: topics warranted inclusion based on user demand and expert coverage, avoiding trivial or promotional material. Guides disclosed any potential conflicts of interest, and content required inline references where claims could be challenged. The platform's style guide promoted concise, engaging writing with clear headings, bullet points, and multimedia to aid comprehension, while SEO guidelines ensured discoverability without compromising quality. Enforcement combined guide self-regulation with editorial and administrative intervention. Ongoing training and performance reviews addressed violations, with underperforming guides receiving feedback or termination. As the site evolved into Dotdash in 2017, principles adapted to vertical brands, incorporating data analytics for content optimization while upholding expert-driven integrity. By 2021, under , AI tools were used for research assistance but not content generation, preserving human expertise amid digital shifts.

Community and Collaboration

Contributors and Roles

About.com's community centered on a network of freelance subject-matter experts known as "guides," who created specialized content and facilitated user interactions across hundreds of topics. At its peak in the early , the platform hosted over 700 guides, each responsible for a dedicated topic area such as , , or local city information, drawing on their professional expertise to produce articles, how-to guides, and resources. Guides played multifaceted roles, serving as primary creators while also acting as moderators. They wrote original, ad-supported articles tailored to user queries and managed topic-specific discussion , where could post questions, share experiences, and receive expert responses, fostering a sense of practical knowledge exchange. In addition to guides, the included everyday who contributed through forum participation, providing peer insights and that informed updates. Behind the scenes, editorial staff at About.com (and later under IAC ownership) coordinated with guides, ensuring quality, optimization, and alignment with platform guidelines, though the model emphasized guide autonomy to maintain authentic expertise. Motivations for guide participation blended professional opportunities with intrinsic rewards. Many guides were compensated through revenue-sharing models tied to page traffic and ad performance, incentivizing high-quality, engaging . Others valued the platform's reach to educate millions of users, building personal brands and networks in their fields. Community support for guides included resources, , and peer forums to share best practices, enhancing among contributors. Following the 2017 rebranding to Dotdash, the guide system evolved into a more structured network of vertical brand experts, with reduced emphasis on open forums in favor of targeted, intent-driven content on sites like and The Spruce. As of 2025, under People Inc., collaboration continues through expert contributors and internal teams, though user community features have largely shifted to integrations and engagements rather than dedicated forums.

Governance and Dispute Resolution

About.com's governance was company-directed rather than community-led, with policies set by editorial leadership to maintain content reliability and commercial viability. Guides adhered to core guidelines on neutrality, accuracy, and disclosure of expertise, reviewed periodically by platform overseers during ownership transitions, such as under (2005–2012) and IAC (2012–2017). This top-down structure ensured ad-supported content met quality standards without the consensus models of volunteer platforms. Dispute resolution focused on forum moderation and content disputes, handled primarily by guides with support from editorial staff. In topic forums, guides enforced community rules against spam, off-topic posts, or misinformation, often through direct intervention or thread closures, promoting . For content-related conflicts, such as guide disagreements over article edits, internal escalation to editors resolved issues via or dedicated channels, prioritizing factual accuracy and user value. Serious violations, like breaches, could lead to guide contract reviews or forum bans, though specific bodies were absent in favor of managerial oversight. Post-rebranding, Dotdash (and later People Inc.) formalized through brand-specific teams and contributor contracts, emphasizing compliance and inclusivity policies. User disputes in remaining interactive features, such as sections, are managed via automated and guidelines, with appeals directed to support teams. In 2021, the Meredith acquisition integrated additional policies from print media, enhancing collaboration across and traditional assets while addressing modern challenges like .

Impact and Challenges

Global Usage and Influence

People Inc. (formerly About.com and Dotdash Meredith) reaches more than 175 million people monthly across its digital and print platforms as of July 2025, positioning it as America's largest digital and print publisher with a portfolio of over 50 brands including People, Better Homes & Gardens, and Verywell. Primarily U.S.-focused, its content extends global influence through multilingual sites and mobile apps, serving users in lifestyle, health, finance, and entertainment categories with intent-driven, expert-curated articles. The company's brands play a significant role in shaping consumer culture and public discourse, particularly in pop culture and lifestyle trends. People magazine, for instance, drives celebrity news and social awareness, influencing public opinion on events like elections and entertainment awards, while sites like The Spruce guide home improvement practices worldwide. In education and personal development, platforms such as Verywell Mind and Investopedia provide accessible resources, supporting self-learning for millions on topics from mental health to financial literacy. To enhance accessibility, People Inc. invests in mobile-optimized content and partnerships for offline access in emerging markets, though its core audience remains North American. Initiatives like enhancements and integration (over 60 million followers across platforms) amplify its reach, fostering community engagement through and newsletters.

Criticisms and Limitations

People Inc. has encountered for its heavy reliance on SEO-optimized, performance-driven content, which some argue prioritizes search traffic over depth, leading to perceptions of "thin" or commercialized articles amid evolving algorithms. Editorial policies emphasize diversity, including perspectives from BIPOC, LGBTQ+, and women communities, but challenges persist in balancing advertiser influence with neutrality in sponsored content. Accuracy and reliability debates highlight strengths in expert-vetted guides but vulnerabilities to rapid updates in fast-changing topics like , where outdated info can mislead users despite community feedback mechanisms. The company's volunteer-like freelance model, evolved from About.com's guides, faces issues with contributor retention. Sustainability concerns stem from ad revenue volatility, with programmatic declining in Q2 2025 while premium ads grew, exacerbated by AI tools like Overviews causing a 3% session drop in Q1 2025. Layoffs of over 100 staff in January 2025 and 226 in October 2025 reflect restructuring for AI adaptation, raising employee and skill gap issues. Legal challenges include an August 2025 antitrust lawsuit against , alleging monopolistic practices in ad tech that cost publishers billions, including People Inc. Additionally, partnerships with AI firms like for content licensing address disruptions but spark debates on and fair compensation in the digital ecosystem.

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