Newly Named About.com Plans $10 Million Campaign

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.