About.com, the site you could have used as an AOL-or-Yahoo-alternate of sorts for your news and some search stuff, is launching its third standalone brand in the form of Lifewire, a tech site offering simple and clear information, answers and advice on common tech questions and problem.
About, the IAC-owned media company, is in the process of transitioning from serving all of the information in one place, and breaking up its various catalogs of DIY and how-to info into branded verticals with specific, curated content. First, they launched Verywell this past spring, which covers health, medicine and fitness. Second, they launched The Balance in September, which focuses on personal finance and career advice.
The newest vertical, Lifewire, will launch with 16,000 pieces of content written by 40 writers, focusing on repairing non-working products, what gadgets to buy, and how to get the most out of them. According to CEO Neil Vogel, the company isn’t aiming to get into technology news, but rather wants to focus on informational content.