About.com appoints Nomad for autumn launch

About.com, the world’s biggest news and entertainment domain, has appointed start-up agency Nomad Communications to handle its autumn-scheduled UK launch.

About.com, the world’s biggest news and entertainment domain, has

appointed start-up agency Nomad Communications to handle its

autumn-scheduled UK launch.



There was no pitch for the account, as About.com’s director of

communications, Tabatha Sturm, had worked previously with Nomad founder

and head of media relations Bridget Fishleigh.



Fishleigh will head the PR account, reporting to Sturm, and to New

York-based general manager and chief marketing officer John Caplan.



Caplan said: ’The launch of UK and Canadian sites marks the start of our

international expansion and we are determined to provide destinations

which are relevant and appropriate for each country.’



The US site currently receives 14 million unique visitors a month, with

30 million page impressions, according to Media Metrix, a leading web

auditor.



It works by dividing itself into over 700 subject headings, each with

its own guide. For example, its section dedicated to PR includes

information on jobs, articles and case studies.



Pre-launch activity for about.co.uk will be PR-led, with advertising

planned for the launch period.



Prior to the launch, Nomad will be implementing a media relations

campaign to recruit expert guides in the UK, and raise awareness among

both consumers and advertisers.



Nomad Communications was launched by Fishleigh and former journalist

Damon Crane in March as a new media specialist. Clients include

technology news web site the451. com and bigstar.com, the biggest video

e-tailer in the US.



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