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PRIMEDIA Unveils The New About.com

Top 10 Web Property Redefines Content Delivery with New User-Driven Publishing Model

New York, NY (April 27, 2004) -- PRIMEDIA Inc., (NYSE: PRM) today announced the launch of a new About.com, the leading online source for original consumer advice and information. About.com is the first major website to implement a user-driven publishing model that dynamically serves a fresh combination of personalized content and targeted advertising to users each time they visit the site. This automated publishing model will significantly change the way online readers use, experience and interact with content and advertising.
At the center of About.com remains the unique Guide System featuring 23 content channels and approximately one million pages of original content from more than 475 topical advisors or "Guides." The Guides are at the core of the new About.com experience, sharing their passions, knowledge and expertise, crafting coverage of more than 55,000 topics, from parenting to personal finance; travel to technology; health & fitness to cars and trucks. The robust library of proprietary content maintained by About.com represents the largest of its kind on the Web today.

Financial Spread Trading The practical solutions and information offered on About.com attract more than 20 million unique users and generate 400 million page views per month. Consistently ranked among the top 10 Web properties by Nielsen/NetRatings, About.com's extensive reach and viewership connects to more women than iVillage.com, more men than ESPN.com and more teens than MTV.com.

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Nfl Betting Spread "About.com has quietly amassed one of the Web's most active, influential and loyal user bases," said Peter Horan, CEO of About.com. "These people are passionate about specific topics and are clamoring for quality information and advice and the opportunity to talk to others who share their enthusiasm. Our new model satisfies this demand by presenting related content in a way that taps into all of the resources on our site and utilizes the entire page as a logical extension of the topic searched."

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Commodity Spread Trading The new publishing model uses dynamic page creation and behavioral targeting technologies to capture user interests and automatically publish customized pages that link relevant content with matching targeted advertising. The system enables each visit to About.com to be a truly unique experience.

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Betting Exchange Spread This new level of automated customization allows About.com to provide significant value to its advertisers. With more than 55,000 topics covered on About.com, advertisers can reach audiences through content-targeted ads placed adjacent to complimentary topics or by user profile, strategically serving relevant advertising to the user wherever they may travel throughout the site.

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Advanced Commodity Spread "By creating a model that understands user preferences and behavior, we are able to fill the gap left open by traditional search. We have the ability to identify specific market segments and target them instantly, even on their first visit. This gives us an enormous competitive advantage across multiple verticals since we have the ability to create new targeted inventory on the fly," said Horan.

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Online Spread Betting "PRIMEDIA is committed to growing our market leading brands by capitalizing on our unique position as a provider of high-quality content serving a passionate and loyal readership," said Kelly Conlin, president and CEO of PRIMEDIA. "The launch of the new About.com delivers on the promise of the Internet by implementing a publishing strategy that redefines the interaction of content, viewership and advertising."

Stock Spread Trading About.com is part of PRIMEDIA's Enthusiast Media group which encompasses the company's consumer magazine brands, including their related Web sites and live events. The Enthusiast Media segment produces over 120 magazine titles, and has market leading positions in the Automotive, Outdoor, Action Sports, Crafts, History, Marine, Equine and Home Technology categories. Brands include Motor Trend, Automobile, Hot Rod, Truckin', Super Street, Surfer, In Fisherman, Florida Sportsman, Creating Keepsakes, Snowboarder, Power & Motoryacht, Stereophile and Home Theater.

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Founded in 1997, About.com is the leading online source for original consumer information and advice, and is part of PRIMEDIA, Inc., the leading targeted media company. As a top 10 Web property, About.com holds a valued role in the lives of more than 20 million Internet users. The success of About.com centers around a unique Guide System that features 23 content channels and promotes original content from more than 475 topical advisors or "Guides." The Guides are the heart and soul of the About.com experience, sharing their passions across 50,000+ topics and offering actionable information and advice that is always useful, practical and personally relevant. With more than 1 million pieces of original content and approximately 400 million page views per month, About.com's robust library stands as the largest of its kind on the Web today, maintaining its position as one of the Web's most popular destinations.

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