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and younger generations, though it covers financial topics that are relevant to readers of all ages. It was created to serve what CEO Neil Vogel referred to as an underserved market: the average consumer. The
Balance seeks to explain difficult personal finance topics in simple terms. As of its
163:
The
Balance grew out of the financial content written for the website About.com, which was launched in 1996. The site was re-launched as a stand-alone personal finance vertical with updated content from About.com, as well as new content, on September 6, 2016.
205:
The
Balance had a readership of 6.5 million unique users when it launched in 2016, which grew to over 17 million by October 2017. As of August 2020, The Balance was ranked #2 of financial news sites and reached 19 million unique US viewers.
175:
While
Dotdash launched all of its brands with a graphics-heavy design scheme, The Balance's is more restrained to "reflect the weightiness of the topic", according to Dotdash CEO Neil Vogel.
189:
The site won the 2019 Communicator Award of
Excellence for the Best Financial Services Site. Its general manager, Lauren Silbert, was named a winner of the 2019 Top Women in Media by
217:. At the time of its launch, Dotdash reduced the number of ads on its sites, including The Balance, by 35%, betting that "fewer, better ads will attract a larger audience."
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The site was the second of five vertical sites launched from the content that had comprised About.com by
Dotdash, the rebranded About.com entity.
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At launch, The
Balance featured more than 34,000 pieces of content written by 70 contributors.
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264:"About.com, the general interest site even its own CEO doesn't care for, is going away"
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launch, the readership of The
Balance was 60% women and approximately 50% millennials.
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374:"About.com launches The Balance, a personal finance website for everyone"
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290:"With new finance site, About.com targets the 'adulting' generation"
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553:"ANGI Homeservices Inc (ANGI) Q3 2019 Earnings Call Transcript"
400:"About.com Launches Financial Site, Targets Underserved Market"
528:"Dotdash has made $ 7 million this year from commerce links"
502:"From About.com to Dotdash: 5 Questions With CEO Neil Vogel"
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621:
425:"25th Annual Communicator Award of Excellence Winners"
181:
The site is written with a tone designed to appeal to
193:magazine and a 2020 HERo Future Female Leader by
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580:"About.com Reboots As Dotdash, Company Thrives"
475:"The HERoes top 100 female future leaders 2020"
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345:"About.com Has a New Name and a New Strategy"
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136:focused on simplifying
155:in the US each month.
105:September 6, 2016
831:Martha Stewart Living
238:"Dotdash: Our Brands"
107:; 8 years ago
781:Entertainment Weekly
481:. September 23, 2020
148:family of websites.
429:Communicator Awards
321:. September 6, 2016
201:Traffic and revenue
120:Current status
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559:. November 7, 2019
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859:People en Español
479:finance.yahoo.com
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39:Personal finance
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557:Motley Fool
319:PR Newswire
183:millennials
130:The Balance
20:The Balance
981:Categories
903:TreeHugger
748:Allrecipes
378:TechCrunch
221:References
112:2016-09-06
86:Commercial
964:Time Inc.
943:DailyBurn
684:HomeStars
661:Angi Inc.
404:MediaPost
268:The Verge
55:Worldwide
931:Care.com
908:Verywell
825:Lifewire
102:Launched
845:Parents
807:InStyle
709:Ask.com
532:Digiday
349:Fortune
294:Digiday
242:Dotdash
211:display
171:Website
159:History
134:website
110: (
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852:People
795:Health
767:Brides
719:Excite
123:Active
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674:Handy
191:Folio
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819:Life
669:Angi
591:2020
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436:2020
411:2020
385:2016
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327:2020
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213:and
79:.com
653:IAC
89:Yes
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