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AdAge Ad Lib Podcast: Neil Vogel's Adventures As An Accidental Publisher

October 20, 2017
BY AdAge

since 2014, Neil Vogel has led the transition at About.com, which earlier this year rebranded as Dotdash. Under his stewardship, the IAC-owned company has gone from an all-things-to-all-people approach to a publisher of discrete, focused websites including Verywell (health), the Spruce (home), Lifewire (tech), the Balance (personal finance), Tripsavvy (travel) and Thought Co. (life hacking).

When Vogel came onboard, About.com was a sleeping giant, a Web 1.0 relic. Its evergreen topic pages generated a lot of traffic, strictly through search. But it was a mess under the hood, a design disaster and a confounding user experience. "When [IAC] called me, they probably owned it for six, seven eight months by the time I got there," says Vogel. "The phone call was, 'Hey what do you think about About.com?' The answer was, 'I don't.'"

Continue reading the original article at Dotdash.

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