Answers Looks Up Dictionary.com Purchase
Next to that term, Answers Corp found an entry for $100 million, and acquired Lexico Publishing Group.
The all-cash deal will bring Dictionary.com, Thesaurus.com, and Reference.com into the Answers fold. Answers announced the buy today and touted the boost in page views and monetization Lexico should deliver.
Answers Chairman and CEO Robert Rosenschein said in a statement that they estimate "over 70% of our total traffic will now be direct from end users or people searching specifically for the term ‘dictionary’ in search engines."
This traffic should help the company boost its ad sales. Answers said Lexico’s properties generate about triple the page views Answers.com receives by itself. They also cited comScore data from June 2007 that indicated the combined sites should reach 22.5 million Internet users.
Dictionary’s good fortunes come from its distinctive domain name. Answers chief strategic officer Bruce Smith cited a Hitwise survey from 2006 that found ‘dictionary’ rated second for generic search terms people queried for online.
In that context, the Lexico deal looks a lot like Answers paid $100 million for the Dictionary.com domain, with the rest of the company tossed in as a bonus.