About.com buys ConsumerSearch.com
About.com, part of The New York Times Company, buys American review site ConsumerSearch.com, a review site for 250 product categories. The take-over of ConsumerSearch.com is the third in a short time frame. Earlier About.com already took over uCompareHealthcare.com and CalorieCounter.com (em). This way About lays the foundation for coaching brands. By regrouping the brands around themes like health, home or transport, and introducing new brands for these, a logical place arises for consumers to find anything they are looking for. Dialogues can be started, and brand relationships will come into being. For example, once you have entered your weight, sex and age, all kinds of questions about health can be answered in a personal context, and issues can be taken care of quickly. About.com can develop a couple of very strong coaching brands. An interesting starting point.