Driving Personal Relevance for Consumers and Marketers

uniquely focused on delivering high quality content that is personally relevant to its users.

QUALITY OF USER INTERACTION QUALITY OF ADJACENCY/CONTENT Expert, relevant editorial Active, deliberate consumers Major Branded Sites and Portals Ad NetworksSearch About.com offers a winning position in both quality of content and user interaction

About.com is uniquely positioned to deliver on advertiser objectives by offering… High quality content Reach defined by personal relevance Lean forward consumers

Consumers come to About.com looking for information on topics that matter to them 80% of our traffic comes from search. These lean forward consumers are… Lean forward consumers Ready to take ACTION In search of SOLUTIONS Ready to find Answers DIRECTED ANYTHING BUT browsing FOCUSED ATTENTIVE RECEPTIVE They come to us as motivated seekers and leave as activated consumers

We leverage our reach and relevance to gather consumer insights from our visitors through custom research studies DIY Study Travel Study Beauty Study Retail Study

DIY Study Key Findings Over 2/3 come to About.com for DIY tips A majority (over 60%) want printable one-sheet tips and how-to videos ½ DIY to save money; 1/3 enjoy doing the work themselves DIY Study Source: About.com User Panel Study, April 09 (N = 700)

Travel Study Key Findings 60% come to About for leisure travel (vacation) information Over 2/3 use About.com to get information on destinations, while ½ use About to find activities and things to do while traveling 62% come to About for travel information because of the wide variety of information Travel Study Source: About.com User Panel Study, December 08 (N = 700)

Beauty Study Key Findings 68% purchase beauty products for general skin care/health, not a specific condition (i.e. acne, dry skin) Ingredients and Price are the biggest influencers in beauty purchases – although 1/3 will pay more for products that help their skin or a brand they recognize A majority prefer to stick with familiar brands– trying new products only with a coupon or free trial Beauty Study Source: About.com User Panel Study, Feb 09 (N = 422)

Retail Study Key Findings ¾ buy brand name products because of trust and quality Quality and Price are the biggest influencers in clothing purchases – followed by utility and versatility Shopping behavior changes include: – Not paying full price, buying replacements or sale items – Want classic styles that can be reused for different occasions – Look for quality that will last Retail Study Source: About.com User Panel Study, Feb 09 (N = 682)

Powerful Marketing Solutions High quality content Reach Lean Forward Consumers Consumer Insights

Video Destinations Home Improvements Made Easy Kwikset

Custom Editorial Destinations Vacations Made Easy Princess Cruises

Co-branded Rich Media Virtual Handbook

Co-branded Rich Media Virtual Handbook