Looks like the New York Times is ready to step up its advertising base and run with the big guys. The New York Times Company has announced it will be buying About.com from Primedia for $410 million in cash. Read the short version on Reuters or the longer version on the New York Times corporate [...]

Looks like the New York Times is ready to step up its advertising base and run with the big guys.
The New York Times Company has announced it will be buying About.com from Primedia for $410 million in cash.

Read the short version on Reuters or the longer version on the New York Times corporate site.

About.com attracts approximately 22 million unique visitors a month, and this will be a great opportunity for the Times to increase their cost-per-click advertising business as well as impression-based display ads. Over $80 million in tax deductions from the purchase isn’t too shabby, either.

This entry was posted on Thursday, February 17th, 2005 at 5:37 pm and is filed under Advertising: Distribution, Investment, M&A. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.