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About.com debuts ad campaign

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New York—About.com, a content site of New York Times Co., this week launched an integrated ad campaign aimed at advertisers designed to show how its professional guides are different from those offered by other aggregated content sites.

The campaign, with the new tagline “Need. Know. Accomplish,” was developed by Gigantic, New York, and includes online and out-of-home ads. It focuses on the “intent-driven” quality of About.com’s users, since a majority of the site’s traffic comes from search engines. The ads show how advertisers can capitalize on what users are looking for by matching About.com’s content with closely aligned ads. The budget was undisclosed.

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