About.com CEO explains why NYT spent $410 million to buy site
OJR: Why couldn't your model be replicated by aggregating some of the blogs that are experts in subjects or niches?
Horan: With few exceptions, none of the blogs have critical mass. For the most part, with few exceptions, advertisers don't want to advertise on someone's personal home page, they don't like advertising in forums, they don't like advertising in blogs. It's a media business. Media is about getting to critical mass and about getting advertiser support.
