The New York Times Co. has agreed to acquire About Inc. from Primedia Inc. for $410 million in cash. The acquisition of About.com is expected to be completed early in the second quarter, pending customary regulatory approvals. Internet news reports About.com offers expert advice on topics ranging from personal finance and home repair to consumer electronics and geography, the site reaches an audience of 22 million unique visitors each month compared to 13 million users The Times Co.'s websites reach. About.com will operate as its own distinct business division, with the media company marketing Times products through the website.

About.com adds cost-per-click advertising to the Times's online advertising base, which currently offers impression-based display advertising. Cost-per-click through sponsored links is the fastest-growing form of online advertising today, accounting for much of the success of search giant Google Inc. About.com's user base combined with the Times Co.'s 13 million users will make the media company the 12 largest entity on the Internet

"We are very excited about this acquisition, which furthers our strategy of delivering news and information to local and national audiences with multiple media products," Janet Robinson, president and chief executive of the Times Co., said.