About.com's CEO to leave. Yawn.

About.com logoThe news is just out today that About.com’s CEO Scott Meyer is leaving the company.

I have been following About.com for years, primarily because I have been in the business of building content networks and About.com has been around in this space for a long time. At this point, About.com is one of the saddest sites on the Web. I mean, it’s owned by the New York Times Company, one of the most venerable content producers EVER, and what has About.com done in the past few years? It has just about maintained the status quo with its network of Web sites – About.com gets traffic, but that’s about it.

Do you know anyone who loyally follows About.com? Can you name an About.com guide?

About.com should be doing something more, different and interesting. They have traffic, they have a strong parent company, they have a solid brand name, they have expert content producers in every niche…but yet, they are so, well, boring.

From the NYT annual report, courtesty of paidContent.org:

“We estimate that approximately 70% of About.com’s traffic is generated through search engines, while an estimated 25% of its users enter through its home and channel pages and 5% come from links from other Web sites and blogs. Our other Web sites also rely on search engines for traffic, although to a lesser degree than the Web sites of the About Group. “


Perhaps Scott Meyer is moving on in hopes of doing something a little more interesting.

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