About, Inc
About, Inc operates within People Inc. (formerly IAC), America's largest digital and print publisher, using a network of approximately 500 expert contributors to produce editorial content across hundreds of specialty topics for broad consumer audiences, monetized through multi-vertical advertising and brand licensing.
- Company typePublic
- Founded1996
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
About, Inc firmographics
Firmographics- Name
- About, Inc
- Legal name
- People Incorporated
- Website
- https://about.com
- Company type
- Public
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- About, Inc operates within People Inc. (formerly IAC), America's largest digital and print publisher, using a network of approximately 500 expert contributors to produce editorial content across hundreds of specialty topics for broad consumer audiences, monetized through multi-vertical advertising and brand licensing.
- Ownership category
- akta.pro rank
About, Inc industry classification
Industry- Product category
- Digital Publishing
- NAICS
- Newspaper, Periodical, Book, and Directory Publishers (5131), All Other Publishers (513199)
- SIC
- Miscellaneous Publishing (2741)
- akta.pro primary industry
- Digital Publishing Analytics, Personalization & Ad-Tech (MPAJAMAI)
Keywords
Where About, Inc is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
About, Inc business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
About, Inc product offering
Product offeringCore offering
About, Inc operates as a digital and print publishing company producing expert-authored online content across hundreds of specialty topics. It now sits within People Inc., which operates a portfolio of vertically specialized content brands (Health, Finance, Food | Drink, Home, Beauty & Style, Travel, Tech | Sustainability, Entertainment, Premium Publishing) and the D/Cipher advertising analytics platform, serving both consumer readers and advertising partners.
Differentiator
Problem solved
Functional benefit
Products and services
- Health Health-focused editorial content covering wellness, medical topics, and healthcare trends for general consumer audiences.
- Finance Financial news, investing advice, and personal finance content serving readers interested in money management and markets.
- Food | Drink Food and beverage editorial content including recipes, restaurant reviews, and culinary trends for general consumers.
- Home Home décor, interior design, and residential lifestyle content for homeowners and design enthusiasts.
- Beauty & Style Fashion, beauty, and style editorial covering cosmetics, fashion trends, and personal grooming for general consumers.
- Travel Travel destinations, trip planning, and travel experiences content for leisure and business travelers.
- Tech | Sustainability Technology news and sustainability coverage addressing innovation, environmental topics, and tech industry developments for consumers.
- Entertainment Entertainment news, celebrity coverage, pop culture, film, television, and music content for general consumers.
- Premium Publishing Premium editorial and publishing services for high-end brand partnerships and specialized content.
- D/Cipher Advertising intelligence and analytics platform enabling data-driven marketing decisions and audience targeting for advertisers and brand partners.
Companies that use About, Inc
Customer profileIdeal customer profiles2 records
About, Inc technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
About, Inc partnerships and signals
Strategic signalScale indicators1 record
About, Inc competitors and assessment
Company assessmentDirect peers
- Forbes Media: Forbes is a digital-first multi-vertical publisher operating across finance, lifestyle, health, and tech with a similar advertising-supported expert content model. Highly comparable business model, audience-targeting approach, and use of professional/expert contributors.
- Vox Media: Vox Media operates digital brands (Vox, The Verge, Eater, New York Magazine, etc.) covering news, tech, food, and culture with an advertising and commerce revenue mix. Directly comparable digital publishing model with vertical specialization and similar audience monetization mechanics.
- Trusted Media Brands: Trusted Media Brands operates multi-vertical consumer media brands (Reader's Digest, Taste of Home, The Healthy, etc.) across digital and print with an advertising-supported model. Closely comparable horizontal consumer publishing strategy targeting mass-market audiences across many lifestyle verticals.
- Dotdash Meredith: Dotdash Meredith is the most direct peer — it is the entity that acquired the original About.com business and now operates a portfolio of multi-vertical digital brands (Health, Finance, Food, Home, Travel, etc.) under the Dotdash brand. Operates with a similar model of professional/expert editorial content across consumer verticals, advertising-supported, and serves as the closest functional competitor to About, Inc.
- The Arena Group: The Arena Group operates a portfolio of digital lifestyle and enthusiast brands (Sports Illustrated, TheStreet, Parade, etc.) with a verticalized content and advertising model. Comparable multi-brand digital publishing strategy with shared audience monetization and advertising infrastructure.
- Meredith Corporation (legacy / pre-merger): Meredith historically operated a portfolio of digital and print lifestyle brands (People, Better Homes & Gardens, Martha Stewart Living, etc.) before merging with Dotdash. Highly comparable multi-vertical consumer publishing model in health, food, home, and beauty, with shared advertiser base and audience monetization mechanics.
- BuzzFeed, Inc. BuzzFeed is a digital-first publisher operating multi-vertical consumer brands (news, lifestyle, food, entertainment) with an advertising-supported model. Highly comparable digital-native publishing footprint, though with less print heritage than About, Inc.
Broad incumbents
- Condé Nast: Condé Nast operates a portfolio of premium digital and print publications (Vogue, GQ, Wired, Bon Appétit, etc.) with strong verticalized editorial brands. Comparable advertising-supported, multi-brand consumer publishing model and shared reliance on luxury and lifestyle advertiser categories.
- Hearst Communications: Hearst is one of America's largest diversified media companies with digital and print brands spanning health, finance, home, food, and entertainment verticals. Comparable multi-vertical digital and print publishing footprint and shared audience-advertising model with About, Inc.
Emerging players
- Bustle Digital Group: BDG operates a portfolio of digital-first lifestyle brands (Bustle, Mic, Inverse, Romper, etc.) targeting millennial and Gen Z audiences. Comparable multi-brand digital publishing approach in lifestyle verticals, though with a more digitally-native focus and less print heritage.
Market position
Customer concentration
About, Inc social profiles
Digital presenceAbout, Inc financial estimates
Financial estimateRevenue estimate
Valuation estimate
About, Inc leadership team
Management profileNumber of profiles
About, Inc subsidiaries and ownership
Company hierarchySubsidiaries10 records
About, Inc funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
About, Inc M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about About, Inc
What does About, Inc do?
About, Inc operates as a digital and print publishing company producing expert-authored online content across hundreds of specialty topics. It now sits within People Inc., which operates a portfolio of vertically specialized content brands (Health, Finance, Food | Drink, Home, Beauty & Style, Travel, Tech | Sustainability, Entertainment, Premium Publishing) and the D/Cipher advertising analytics platform, serving both consumer readers and advertising partners.
Is About, Inc a public or private company?
About, Inc is a public company. It is classified as corporate owned and is currently operating.
When was About, Inc founded?
About, Inc was founded in 1996. It employs 101 to 250 people.
Where is About, Inc based?
About, Inc is headquartered in New York, United States, in the North America region.
Who are About, Inc's main competitors?
Direct peers on record are Forbes Media, Vox Media, Trusted Media Brands, Dotdash Meredith, The Arena Group, Meredith Corporation (legacy / pre-merger) and BuzzFeed, Inc.. Broad incumbents are Condé Nast and Hearst Communications. Bustle Digital Group is listed as an emerging player.
Does About, Inc have an API?
No public API is recorded for About, Inc.
What industry is About, Inc in?
About, Inc's product category is Digital Publishing. Its primary akta.pro industry code is MPAJAMAI, Digital Publishing Analytics, Personalization & Ad-Tech. Its NAICS code is 5131 and its SIC code is 2741.