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About.com Rebrands to DotDash.com ...A Good Move?

Discussion in 'General Domain Discussion' started by Silentptnr, May 4, 2017.

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  1. Silentptnr

    Silentptnr PRYCR.COM Business Account VIP

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    Why would they do that? If you go to About.com you are redirected to the new name DotDash.com...

    "About.com -- the 20-year-old general interest site with hundreds of thousands of articles about everything from "The right way to handwash clothes" to "What to do if you hate your in-laws" -- has a new mandate, and a new name to to go with it.

    The New York-based, IAC-owned company, which actually began as MiningCo.com, is now "Dotdash," a nod to the company's history of having a "dot" in its previous names and logos, and a "dash" meant to represent what comes next, said CEO Neil Vogel. The dot and dash also represent the letter "A" in Morse code."


    Source: http://adage.com/article/tech/a-dotdash/308884/

    I have no idea why they would go from About.com to DotDash.com. What does everyone else think?
     
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  2. Celebrating

    Celebrating Established Member

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  3. Logic97

    Logic97 Supportive Member NamePros Supporter

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  4. Silentptnr

    Silentptnr PRYCR.COM Business Account VIP

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    I personally can't see the logic in changing from About.com to DotDash???? Would anyone do that?
     
  5. Brandingtheweb.com

    Brandingtheweb.com 123Capital.com VIP

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    here's what I think, they want to build standalone separate brands/urls for their verticals and don't want the about brand hurting their credibility.

    From site "The Dotdash website will have a directory of its brands for advertisers, media and trade, but won't be consumer-facing."
     
    Last edited: May 4, 2017
  6. Brandingtheweb.com

    Brandingtheweb.com 123Capital.com VIP

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    The .Dash on their site can be confusing, are they planning on getting .dash, what if a registry gets .dash? do they even care?
     
  7. MapleDots

    MapleDots Established Member

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    I can think of a great reason

    Maybe they have an offer for about.com and intend to sell it. They put in a clause to forward for 60 days and get the best of both worlds.
     
  8. DNGear

    DNGear Domainnaut VIP

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    Its about not only.com its about all Dot____..
     
  9. Silentptnr

    Silentptnr PRYCR.COM Business Account VIP

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    I don't know if selling such a widely known domain would be a good idea. It's like an actor known for a particular role. The domain is sort of type cast. If About.com became an adult site, that would be funny.
     
  10. Silentptnr

    Silentptnr PRYCR.COM Business Account VIP

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    The change is such a big leap. I could see them rebranding to AB.com or something, but to go from About to DotDash is weird. I know Big G created ABC but to me that was different and they are still G for search, etc.
     
  11. DomainVP

    DomainVP Domain Expert Business Account VIP

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    Terrible name. I'm shocked that there are rooms of people that approve this idiocy, and they get paid millions to do so.

    You know there will be people typing .-.com
     
  12. MapleDots

    MapleDots Established Member

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    I like dot branding, hehe.... that's probably pretty obvious
    It can look good when it works


    Here is a rough draft of one I put together....

    Picture0016.png
     
    Last edited: May 4, 2017
  13. Silentptnr

    Silentptnr PRYCR.COM Business Account VIP

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    Interesting tidbit from Wikipedia

    Closure[edit]
    On April 26, 2017, it was announced that About.com would shut down effective May 2, 2017. Vogel commented that when asked by IAC CEO Joey Levin about his opinion of the site, "my answer — in perfect arrogance — was 'I don't.' Who thinks of About.com? Nobody." Vogel had stated in March that "we were not growing. In fact, we were kind of shrinking. We had great content, but we were doing the wrong thing." The company will instead place a larger focus on its vertical-based spin-off websites, including The Balance, Lifewire, The Spruce, VeryWell, and the upcoming TripSavvy.

    Also, now the About.com wikipedia page is even dotdash.
     
  14. 1Darko

    1Darko Established Member

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    Well, they will have to live with it:
    https://www.dotdash.com/our-team/


    Another aspect is that the term "DASH" is heavily trademarked. In the USPTO database you can find over 6,000 entries of registered and abandoned "DASH" trademarks. :xf.rolleyes:

    Even the term "DOT DASH" has entries:

    DOT DASH Dinnerware And Related Accessories Made Of Bone China; Namely, Dishes, Plates, Bowls, Cups, Mugs, Saucers, Platters, Covered Butter Dishes, Sugar And Creamer Sets, Condiment Dispensers, Salt And Pepper Shakers, Gravy Boats And Coffee Servers 21 (Crockery, Containers, Utensils, Brushes, Cleaning Implements) ABANDONED - NO STATEMENT OF USE FILED
    Tue Jul 19, 1994

    Tue Mar 31, 2015 DOT DASH 3 Art Gallery Services; Operation Of Online Galleries For Others; Arranging And Conducting Exhibitions In The Fields Of Art For Commercial Or Advertising Purposes; Advertising Services, Namely, Promoting And Marketing The Goods And Services Of Others In The Fields Of Art; Online Retail Store Services Featuring A Wide Variety Of Consumer Goods Of Others,Providing Temporary Use Of On-line Non-downloadable Software For Exhibiting, Displaying, Viewing, Renting And Selling Goods Via Computers, Tablets, Mobile Phones, Wired And Wireless Communication Devices, And Optical And Electronic Communications Networks; Development, Testing And Implementation Of Software For The Purpose Of Exhibiting, Displaying And Selling Goods Via Computers, Tablets, Mobile Phones, Wired And Wireless Communication Devices, And Optical And Electronic Communications Networks 35 (Advertising, Business Consulting),42 (Scientific and technological services and research and design relating thereto) REGISTERED
    Tue Mar 31, 2015
    Tue Jan 17, 2012 DOT DASHBOARD Software As A Service Services Featuring Software For Providing Drug Testing Program Administrators With Real-time Updates On The Compliance Of Their Program With The Various Requirements Of The United States Department Of Transportation 42 (Scientific and technological services and research and design relating thereto) REGISTERED
    Tue Jan 17, 2012
    DOT DASHBOARD Software For Providing Drug Testing Program Administrators With Real-time Updates On The Compliance Of Their Program With The Various Requirements Of The United States Department Of Transportation 9 (Computers, Software, Electronic instruments, & Scientific appliances) ABANDONED - NO STATEMENT OF USE FILED
    Mon Apr 19, 2010

    DOT DASHBOARD Software For Providing Drug Testing Program Administrators With Real-time Updates On The Compliance Of Their Program With The Various Requirements Of The United States Department Of Transportation 9 (Computers, Software, Electronic instruments, & Scientific appliances) ABANDONED-FAILURE TO RESPOND OR LATE RESPONSE
    Sat Jun 04, 2011
    Tue Mar 07, 2000 DOT DOT DASH Mail Order Catalog Services And On-line Catalog Services For Clothing, Footwear And Accessories 35 (Advertising, Business Consulting) CANCELLED - SECTION 8
    Sat Dec 09, 2006
    DOT DOT DASH Records (phone) Computer Discs, Tapes, Cassettes, Other Forms Of Formats In Which Music And Music Related Products,Fashion Goods Such As Clothing And Accessories 9 (Computers, Software, Electronic instruments, & Scientific appliances),25 (Clothing, Footwear and Headgear) ABANDONED-FAILURE TO RESPOND OR LATE RESPONSE
    Fri May 24, 1996
    Tue Jul 01, 2008 THREE DOT DASH Educational Services, Namely, Conducting Conferences In The Field Of Leadership Training And Development, Story Telling And Media Training And Distribution Of Course Material In Connection Therewith 41 (Education, Amusement, Entertainment, Reproduction) SECTION 8 & 15-ACCEPTED AND ACKNOWLEDGED
    Thu Jan 22, 2015
    Tue Jul 01, 2008 THREE DOT DASH Educational Services, Namely, Conducting Conferences In The Field Of Leadership Training And Development, Story Telling And Media Training And Distribution Of Course Material In Connection Therewith 41 (Education, Amusement, Entertainment, Reproduction) SECTION 8 & 15-ACCEPTED AND ACKNOWLEDGED
    Thu Jul 24, 2014
    Tue Dec 20, 2011 ·- DOT DASH Eyewear; Sunglasses; Parts, Fittings And Accessories For Eyewear And Sunglasses, Namely, Cases, Chains, Cords, Frames, Support Bands And Straps 9 (Computers, Software, Electronic instruments, & Scientific appliances) REGISTERED
    Tue Dec 20,
     
  15. nomen

    nomen Active Member VIP

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    "You can find out more about us @ double u double u double u dot dot dash dot com slash about."
     
  16. Premiums

    Premiums Established Member

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  17. Recons.Com

    Recons.Com Business Member Business Account VIP

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    Yeah, probably they have an offer or hope to get an offer of $x,xxx,xxx with about.com
    DotDash is more like brandable store type and would probably be priced at around $2k...
     
  18. Recons.Com

    Recons.Com Business Member Business Account VIP

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    They were considering PeriodHyphen and had hard time deciding )
     
  19. loredan

    loredan Active Member VIP ★★★★★★★★★★

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    Try spelling out loud dot dash dot com or even better ask someone outside domaining to write down the site name after you spell it loud...see how it goes, it's funny :)
     
  20. hxp

    hxp Dark Lord VIP

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  21. alcy

    alcy Active Member VIP

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    super idea! but only if you have nice offer for about.com and wanna make a lot of money from it! ;)
     
  22. MapleDots

    MapleDots Established Member

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    O_o:xf.sick::ROFL: Er - Sick - Rolling on the floor

    I don't recommend getting sick and then rolling on the floor :xf.laugh::xf.laugh::xf.laugh:
     
  23. 3sixty

    3sixty Established Member

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    I can only imagine the pitch room for this brand change.

    Ignoring domains for a second, I would probably have recommended leveraging the About part of the name instead of going to DotDash. For example switching to "AllAbout" in terms of brand direction- if they really wanted a change.

    But yeah, DotDash gives the fast vibrant vibe that they are probably looking for. At the beginning of the year Ogilvy decided to go to centralised branding. About/DotDash has decided the polar opposite. So interesting for me.
     
    Last edited: May 4, 2017
  24. mdent

    mdent Business Member Business Account VIP

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    Haha that's a horrible move :yuck:
     
  25. deez007

    deez007 Emancipate Yourself From Mental Slavery VIP

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    Really strange move from them....I mean sure the CEO is right that About.com was not as popular as it used to be but they were still a well-established brand... I would have thought some changes to their business model, revamp and a fresh new look and content could have been a better move than ditching the About.com domain/brand completely...but then again, I'm not a CEO so what to I know.
     

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