New York City-based MiningCo.com Inc. said it plans a $10 million branding
initiative in support of its new name, About.com Inc.
MiningCo.com, “the Internet Guide Network,” said the name change reflects the
company’s evolution from being primarily a portal into a network of
destinations that combines original content, search and community at more
than 650 topic-specific sites within 18 channels. The company’s new ticker
symbol (Nasdaq: BOUT) will take effect May 20.
“We feel the About.com name is a simpler way to highlight to our expanding
audience, the personal and relevant Internet experience our members have
enjoyed so much,” said Scott Kurnit, chairman and chief executive officer.
“While ‘mining’ for information will remain a key part of our business,
About.com positions us for the post-portal environment where consumers demand
topic-specific destinations that combine search, community and original
content. Just as importantly, we feel the About.com name better underscores
the unique and highly targeted media platform to advertisers and commerce
partners, which we feel is the most efficient platform for reaching relevant
consumers.”
The company is launching its new brand through a national promotional
campaign utilizing television, print, radio, outdoor, grassroots and online.
The effort began with a $1.2 million campaign on May 3 with the question
“Hello, is anybody out there?”
The campaign captures user frustration with the impersonal nature of most
Internet properties. The payoff, “Yes,” debuted today in three-page inserts
in major national dailies as well as network television.