IAC Splits Up About.com in Effort to Attract Ad Dollars

CNBC: About.com is splitting up its flagship property in order to compete with smaller, niche sites for digital advertising dollars. Last week, the IAC–owned website announced Verywell, a site focused on health. “We’ve always had great content, but our model is no longer a good model,” About.com CEO Neil Vogel said. “Our model was created at a time where scale was what mattered. What’s happened is the internet has evolved. The things people trust are verticals.”