New York Times Buys About.com

The New York Times had an article today about the New York Times purchasing the popular 'amateur expert' site About.com for around US$450 million. Surrealism aside over a news organization reporting on itself, it does raise an interesting question - of what a place with the resources like the NYT could do with a site with all the different resources of About.com. It'd be interesting if the company tried to tie the content of both more naturally into each other online. For those keeping track, by the way, that's a rough $200 million Primedia ate, from their approximate $650 million they originally paid for About.com during the crazy dot-com years.