About.com: Digital Fail?
February 22, 2012
At a time when most things digital are booming, one company trying to build a digital strategy is failing magnificently.
The New York Times announced that About.com has suffered a 67% drop in profits and that revenues are falling as well. The New York Times acquired the site in 2005 when About.com was one of the hottest sites on the Internet and has recently been trying to create a digital strategy based on high-quality content. However, according to a recent article, “The New York Time’s About.com: From All-Star to Albatross,” the change is quite visible. We learn:
… it’s unclear if About is still viable as a brand. While the company launched a marketing campaign in 2010 to differentiate it from other ‘how-to’ sites, there’s little evidence the message resonated with users. While readers may seek out individual About “guides,” the 80% search traffic figure reflects how About remains a detour not a destination for the vast majority of visitors.
The company attributes the change to Google’s decision to downgrade the company’s pages in its search results. Plausible, but I also feel the need to note that nothing digital seems to work at this outfit. Fascinating. Perhaps the company should look internally for the issue.
Andrea Hayden, February 22, 2012
Sponsored by Pandia.com
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