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ABOUT.COM DECIDES IT'S ABOUT SHOPPING

By Published on .

NEW YORK (AdAge.com) -- Primedia-owned special interest site About.com has laid off about 20% of its 275 staffers as part of a refocusing in which the site will concentrate more heavily on e-commerce.

The site has also scaled back from 750 to 450 the number of part-time online guides that offer site expertise. Among the guides' new duties will be recommending products and services to build a heavier e-commerce revenue stream.

About.com was bought by Primedia for $690 million in October 2000.

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