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Times Buying About.com

Stock quotes in this article: NYT , PRM , DJ , WPO  

The New York Times Co. (NYT Quote) said Thursday that it was buying the About.com Web site from Primedia (PRM Quote) for $410 million in cash.

The Times said the deal would help the company increase its reach among online users and help diversify its online advertising base.

The deal is the latest example of major media companies buying up Internet properties to increase their exposure to the fast-growing online advertising business. Recently, Washington Post Co. (WPO Quote) bought the online magazine Slate from Microsoft (MSFT Quote). Earlier this year, Dow Jones (DJ Quote) completed its acquisition of financial news publisher MarketWatch.

Primedia, which purchased About.com in 2001 for about $430 million in stock, had been shopping the online operation around for bids, it was reported earlier this month. ...

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