This is why About. But in the late aughts, when the web started to change and user behavior shifted more toward social and mobile, About. Under the Times , About. Neither was it optimized to look good on a smartphone screen. When IAC finally invested in making those changes, it was playing catch-up in a game others had stopped playing. Vogel cleaned up the tech and optimized the site, and it didn't change anything. If you asked people if they'd heard of About.
Nobody said About. After Vogel spent two years at the helm, About. And he had to tell his bosses at IAC. The right thing to do, he told them, was to break the site into smaller bits, cut out the old content that wasn't good, curate the best of it, and present it in separate verticals.
Verywell, launched last year, took about half of About. At least for that vertical it seems to be working. Vogel says About. So the name change to DotDash is not just a last-gasp attempt at rebranding, like when Radioshack became just The Shack a few years before it sputtered out of existence. This is more like Tribune Media becoming Tronc; an actual substantial change in the business structure encapsulated by a weird new name. Byrdie is dedicated to all things beauty. From hair and makeup to health and wellness, Byrdie takes a fresh approach to feeling your best.
Brides is committed to bringing you an inclusive look at the world of weddings, with every type of couple, every type of wedding, and every type of celebration. Lifewire shows you how to fix, learn how-to, choose what to buy, and make the most out of your tech. TripSavvy gives you the confidence to spend your vacation actually vacationing, not fumbling with a guidebook.
He had early success in both e-commerce and media and later founded Recognition Media, which develops and produces awards shows, including The Webby awards. Optimizing About. Yet traffic continued to plummet and revenue tanked. The company missed its forecasts for nine straight quarters. Levin was skeptical. Plus, what did we have to lose? This transformation led to something extraordinary in digital media—a turnaround. While other independent media companies were engineering their coverage around social media, video, and trending topics, Dotdash doubled down on text-based articles about enduring topics and avoided cluttering them with ads—a strategy that Daniel Kurnos, an analyst at the investment bank Benchmark, credits with boosting Dotdash content in search results.
Dotdash developed a formula that Vogel has turned into a corporate mantra: the freshest content on the fastest sites with the fewest ads. Traffic to the sites has increased from 45 million visitors per month in to more than 90 million in August of last year, according to Vogel.
Dotdash sites run fewer ads, with no pop-ups or takeovers, and because the ads are relevant to each article, they perform better. At Verywell, for example, each article is updated at least once every nine months and reviewed by medical professionals.
Everything is designed to empower the content creators. This emphasis on quality editorial, Dotdash executives say, has powered the turnaround. The company will not disclose what it pays writers although it does not pay by the word as is traditional for publishing.
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