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
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.