About.com, one of the original, oft-battered, and oft-sold pioneers of the internet, is unveiling a new name to represent its new identity, while paying homage to its past. As Dotdash, the publisher asserts it new growth strategy. “Our new name speaks to the remarkable evolution of our business into a world-class premium publisher,” says CEO Neil Vogel.
Vogel explains that the dot in “Dotdash” is a nod to the property’s 20-year history, given that a red dot has been integral to the About.com identity since the beginning. It is part of a pivot from a horizontal to a vertical multi-brand site: current brands include include health site Verywell and home interior design site The Spruce and tech advice site Lifewire.