The New York Times Co. (NYSE:NYT – news) on Thursday said it will buy online information portal About.com for $410 million from publisher Primedia Inc. (NYSE:PRM – news) as it looks for new ways to build advertising revenue over the Internet. The Times Co., whose newspapers include The New York Times and The Boston Globe, said it will expand About.com’s content and visibility and use the site to market its products and those of advertisers. Online advertising executives said the purchase would open the New York Times and its advertisers to a much broader consumer audience. About.com has more than 22 million visitors each month, nearly double the 13 million visitors to the NYTimes.com and related sites combined.

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