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You are at the XA-Annex site, a place to highlight our research results at our former position as researchers at Google Answers
Just below, you will find excerpts from one of our favorite Google Answers Q&A's...we'll change this from time to time.
To see other examples of XooxleAnswers at work, just click on the links to the left.

This client want to know all about About.  About.com, that is.  Traffic, revenue, business model, advertisers, site 'guides', the works. 
Here's a bit of what we were able to tell them:
Monthly traffic
In 2005, about.com had an average of:
   --29.3 million monthly unique visitors in the United States
   --42.6 million monthly unique visitors worldwide

In April of 2006, these numbers had increased to 31 million, US, and 48 million, worldwide
Monthly revenue
About.com had revenues of about $2.2 million a month for the first half of 2005.  By 2006, revenues had almost tripled, to almost $6.4 million.
Revenue per visitor

Each visitor to about.com generates:
    2005:  $2.2 million / 42.6 million = 5.16 cents per visitor
    2006:  $6.4 million / 42.6 million = 15.02 cents per visitor

Biggest contributors to revenue stream
   cost-per-click revenue:     $3.39 million
   display ad revenue:          $2.69 million
   e-commerce revenue:      $0.32 million  
Biggest advertisers

Best Buy , Disney, Verizon, SBC, Intel, Visa, GE, Wal-Mart, Vonage, Pfizer.
Among their newest heavy hitters are:
Microsoft, Nissan, Honda, American Express
Where does their traffic come from?
The vast bulk of their traffic -- about 80% -- comes directly from search engine result pages.  Only 5% of their visitors head directly to the about.com homepage

Sites and Guides
About.com has 500 main sites, each led by a Guide, i.e., a subject matter expert.  Within the main sites are sub-topics, and there are more than 57,000 total topics at about.com, with more than 1.3 million pieces of original content. 
The average Guide earns $15,000/yr.  Fifty Guides earn more than $50,000 and a handful are earning $100,000 or more.

To read the full Q&A, click here.
Laslty, here are links to a few Google Knols I've written, in case anyone is interested in having a look:
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