<SUBMISSION>
<ACCESSION-NUMBER>0000912057-00-047902
<TYPE>SC 13D
<PUBLIC-DOCUMENT-COUNT>5
<FILING-DATE>20001108
<GROUP-MEMBERS>CHANNEL ONE ASSOCIATES, L.P.
<GROUP-MEMBERS>FP ASSOCIATES, L.P.
<GROUP-MEMBERS>KKR 1996 FUND, L.P.
<GROUP-MEMBERS>KKR 1996 GP LLC
<GROUP-MEMBERS>KKR ASSOCIATES 1996 L.P.
<GROUP-MEMBERS>KKR ASSOCIATES, L.P.
<GROUP-MEMBERS>KKR PARTNERS II, L.P.
<GROUP-MEMBERS>MA ASSOCIATES, L.P.
<GROUP-MEMBERS>MAGAZINE ASSOCIATES, L.P.
<GROUP-MEMBERS>PRIMEDIA INC
<GROUP-MEMBERS>PUBLISHING ASSOCIATES, L.P.
<SUBJECT-COMPANY>
<COMPANY-DATA>
<CONFORMED-NAME>ABOUT COM INC
<CIK>0001075314
<ASSIGNED-SIC>7373
<IRS-NUMBER>134034015
<STATE-OF-INCORPORATION>DE
</COMPANY-DATA>
<FILING-VALUES>
<FORM-TYPE>SC 13D
<ACT>34
<FILE-NUMBER>005-57135
<FILM-NUMBER>756154
</FILING-VALUES>
<BUSINESS-ADDRESS>
<STREET1>220 E 42ND ST
<STREET2>24TH FL
<CITY>NEW YORK
<STATE>NY
<ZIP>10017
<PHONE>2128492000
</BUSINESS-ADDRESS>
<MAIL-ADDRESS>
<STREET1>220 E 42ND ST
<STREET2>24TH FL
<CITY>NEW YORK
<STATE>NY
<ZIP>10017
</MAIL-ADDRESS>
<FORMER-COMPANY>
<FORMER-CONFORMED-NAME>MININGCO COM INC
<DATE-CHANGED>19981215
</FORMER-COMPANY>
</SUBJECT-COMPANY>
<FILED-BY>
<COMPANY-DATA>
<CONFORMED-NAME>PRIMEDIA INC
<CIK>0000884382
<ASSIGNED-SIC>2721
<IRS-NUMBER>133647573
<STATE-OF-INCORPORATION>DE
<FISCAL-YEAR-END>1231
</COMPANY-DATA>
<FILING-VALUES>
<FORM-TYPE>SC 13D
</FILING-VALUES>
<BUSINESS-ADDRESS>
<STREET1>745 FIFTH AVE
<CITY>NEW YORK
<STATE>NY
<ZIP>10151
<PHONE>2127450100
</BUSINESS-ADDRESS>
<MAIL-ADDRESS>
<STREET1>745 5TH AVE
<CITY>NEW YORK
<STATE>NY
<ZIP>10151
</MAIL-ADDRESS>
<FORMER-COMPANY>
<FORMER-CONFORMED-NAME>K III COMMUNICATIONS CORP
<DATE-CHANGED>19930328
</FORMER-COMPANY>
</FILED-BY>
<DOCUMENT>
<TYPE>SC 13D
<SEQUENCE>1
<FILENAME>a2029954zsc13d.txt
<DESCRIPTION>SC 13D
<TEXT>

<PAGE>

                                  UNITED STATES
                       SECURITIES AND EXCHANGE COMMISSION
                              WASHINGTON, DC 20549

                              --------------------

                                  SCHEDULE 13D
                    Under the Securities Exchange Act of 1934
                              (Amendment No.__)(1)


                                 About.com, Inc.
--------------------------------------------------------------------------------
                                (Name of Issuer)


                     Common Stock, par value $.001 per share
--------------------------------------------------------------------------------
                         (Title of Class of Securities)


                                    003736105
--------------------------------------------------------------------------------
                                 (CUSIP Number)

                                 Charles McCurdy
                                    President
                                  PRIMEDIA Inc.
                                745 Fifth Avenue
                               New York, NY 10151
                                 (212) 745-0100
--------------------------------------------------------------------------------
      (Name, Address and Telephone Number of Person Authorized to Receive
                          Notices and Communications)


                                October 29, 2000
--------------------------------------------------------------------------------
             (Date of Event Which Requires Filing of this Statement)

If the filing person has previously filed a statement on Schedule 13G to report
the acquisition which is the subject of this Schedule 13D, and is filing this
schedule because of Rule 13d-1(e), 13d-1(f) or 13d-1(g), check the following
box. / /

              NOTE: Six copies of this statement, including all exhibits, should
       be filed with the Commission. See Rule 13d-1(a) for other parties to whom
       copies are to be sent.

                       (Continued on the following pages)
                              (Page 1 of 21 Pages)


(1) The remainder of this cover page shall be filled out for a reporting
person's initial filing on this form with respect to the subject class of
securities, and for any subsequent amendment containing information which would
alter disclosures provided in a prior cover page.

<PAGE>

       The information required on the remainder of this cover page shall not be
deemed to be "filed" for the purpose of Section 18 of the Securities Exchange
Act of 1934 ("Act") or otherwise subject to the liabilities of that section of
the Act but shall be subject to all other provisions of the Act (however, see
the Notes).

-----------------------------------------------             --------------------

CUSIP No. 003736105                Schedule 13D              Page 2 of 21 Pages
-----------------------------------------------             --------------------

-------- -----------------------------------------------------------------------
1        NAME OF REPORTING PERSONS. S.S. OR I.R.S. IDENTIFICATION NO.
           OF ABOVE PERSONS PRIMEDIA Inc.                             13-3647573
-------- -----------------------------------------------------------------------
2        CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*              (a)  / /
                                                                        (b)  /X/
-------- -----------------------------------------------------------------------
3        SEC USE ONLY
-------- -----------------------------------------------------------------------
4        SOURCE OF FUNDS*
                 Not Applicable
-------- -----------------------------------------------------------------------
5        CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
         PURSUANT TO ITEM 2(d) or 2(e)                                       / /
-------- -----------------------------------------------------------------------
6        CITIZENSHIP OR PLACE OF ORGANIZATION
                 Delaware
-------- -----------------------------------------------------------------------
       NUMBER OF          7        SOLE VOTING POWER
         SHARES                            403,361
 BENEFICIALLY OWNED BY    -------- ---------------------------------------------
          EACH            8        SHARED VOTING POWER
       REPORTING                           1,798,062**
      PERSON WITH         -------- ---------------------------------------------
                          9        SOLE DISPOSITIVE POWER
                                           403,361
                          -------- ---------------------------------------------
                          10       SHARED DISPOSITIVE POWER
                                           0
--------------------------------------------------------------------------------
11       AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON
                  2,201,423
-------- -----------------------------------------------------------------------
12       CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES
         CERTAIN SHARES*            |_|
-------- -----------------------------------------------------------------------
13       PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)
                  11.9%***
-------- -----------------------------------------------------------------------
14       TYPE OF REPORTING PERSON*
                  CO
-------- -----------------------------------------------------------------------

                      *SEE INSTRUCTIONS BEFORE FILLING OUT


<PAGE>

         ** Neither the filing of this Schedule 13D nor any of its contents
shall be deemed to constitute an admission that PRIMEDIA Inc. is the beneficial
owner of any of the Company Common Stock (as defined below) for purposes of
Section 13(d) of the Securities Exchange Act of 1934, as amended, or for any
other purpose, and such beneficial ownership is expressly disclaimed.

         *** Based on 18,462,290 shares of Company Common Stock outstanding on
September 30, 2000.



<PAGE>

       The information required on the remainder of this cover page shall not be
deemed to be "filed" for the purpose of Section 18 of the Act or otherwise
subject to the liabilities of that section of the Act but shall be subject to
all other provisions of the Act (however, see the Notes).

-----------------------------------------------             --------------------

CUSIP No. 003736105                Schedule 13D              Page 4 of 21 Pages
-----------------------------------------------             --------------------

-------- -----------------------------------------------------------------------
1        NAME OF REPORTING PERSONS. S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE
         PERSONS
         MA Associates, L.P.
-------- -----------------------------------------------------------------------
2        CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*              (a)  /X/
                                                                        (b)  / /
-------- -----------------------------------------------------------------------
3        SEC USE ONLY
-------- -----------------------------------------------------------------------
4        SOURCE OF FUNDS*
                 Not Applicable
-------- -----------------------------------------------------------------------
5        CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
         PURSUANT TO ITEM 2(d) or 2(e)                                       / /
-------- -----------------------------------------------------------------------
6        CITIZENSHIP OR PLACE OF ORGANIZATION
                 Delaware
-------- -----------------------------------------------------------------------
       NUMBER OF          7        SOLE VOTING POWER
         SHARES                            0
 BENEFICIALLY OWNED BY    -------- ---------------------------------------------
          EACH            8        SHARED VOTING POWER
       REPORTING                           0
      PERSON WITH         -------- ---------------------------------------------
                          9        SOLE DISPOSITIVE POWER
                                           0
                          -------- ---------------------------------------------
                          10       SHARED DISPOSITIVE POWER
                                           0
--------------------------------------------------------------------------------
11       AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

         Beneficial ownership of all shares disclaimed by MA Associates, L.P.
-------- -----------------------------------------------------------------------
12       CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES
         CERTAIN SHARES*            |_|
-------- -----------------------------------------------------------------------
13       PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

         Not applicable (see 11 above)
-------- -----------------------------------------------------------------------
14       TYPE OF REPORTING PERSON*
                  PN
-------- -----------------------------------------------------------------------

                      *SEE INSTRUCTIONS BEFORE FILLING OUT


<PAGE>

       The information required on the remainder of this cover page shall not be
deemed to be "filed" for the purpose of Section 18 of the Act or otherwise
subject to the liabilities of that section of the Act but shall be subject to
all other provisions of the Act (however, see the Notes).

-----------------------------------------------             --------------------

CUSIP No. 003736105                Schedule 13D              Page 5 of 21 Pages
-----------------------------------------------             --------------------

-------- -----------------------------------------------------------------------
1        NAME OF REPORTING PERSONS. S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE
         PERSONS

         FP Associates, L.P.
-------- -----------------------------------------------------------------------
2        CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*              (a)  /X/
                                                                        (b)  / /
-------- -----------------------------------------------------------------------
3        SEC USE ONLY

-------- -----------------------------------------------------------------------
4        SOURCE OF FUNDS*
                 Not Applicable

-------- -----------------------------------------------------------------------
5        CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
         PURSUANT TO ITEM 2(d) or 2(e)                                       / /

-------- -----------------------------------------------------------------------
6        CITIZENSHIP OR PLACE OF ORGANIZATION

         Delaware
-------- -----------------------------------------------------------------------
       NUMBER OF          7        SOLE VOTING POWER
         SHARES                            0
 BENEFICIALLY OWNED BY    -------- ---------------------------------------------
          EACH            8        SHARED VOTING POWER
       REPORTING                           0
      PERSON WITH         -------- ---------------------------------------------
                          9        SOLE DISPOSITIVE POWER
                                           0
                          -------- ---------------------------------------------
                          10       SHARED DISPOSITIVE POWER
                                           0
--------------------------------------------------------------------------------
11       AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

         Beneficial ownership of all shares disclaimed by FP Associates, L.P.
-------- -----------------------------------------------------------------------
12       CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES
         CERTAIN SHARES*            |_|

-------- -----------------------------------------------------------------------
13       PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

         Not applicable (see 11 above)
-------- -----------------------------------------------------------------------
14       TYPE OF REPORTING PERSON*
                  PN
-------- -----------------------------------------------------------------------

                      *SEE INSTRUCTIONS BEFORE FILLING OUT


<PAGE>

       The information required on the remainder of this cover page shall not be
deemed to be "filed" for the purpose of Section 18 of the Act or otherwise
subject to the liabilities of that section of the Act but shall be subject to
all other provisions of the Act (however, see the Notes).

-----------------------------------------------             --------------------

CUSIP No. 003736105                Schedule 13D              Page 6 of 21 Pages
-----------------------------------------------             --------------------

-------- -----------------------------------------------------------------------
1        NAME OF REPORTING PERSONS. S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE
         PERSONS

         Magazine Associates, L.P.
-------- -----------------------------------------------------------------------
2        CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*              (a)  /X/
                                                                        (b)  / /
-------- -----------------------------------------------------------------------
3        SEC USE ONLY

-------- -----------------------------------------------------------------------
4        SOURCE OF FUNDS*

         Not Applicable
-------- -----------------------------------------------------------------------
5        CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
         PURSUANT TO ITEM 2(d) or 2(e)                                       / /
-------- -----------------------------------------------------------------------
6        CITIZENSHIP OR PLACE OF ORGANIZATION

         Delaware
-------- -----------------------------------------------------------------------
       NUMBER OF          7        SOLE VOTING POWER
         SHARES                            0
 BENEFICIALLY OWNED BY    -------- ---------------------------------------------
          EACH            8        SHARED VOTING POWER
       REPORTING                           0
      PERSON WITH         -------- ---------------------------------------------
                          9        SOLE DISPOSITIVE POWER
                                           0
                          -------- ---------------------------------------------
                          10       SHARED DISPOSITIVE POWER
                                           0
--------------------------------------------------------------------------------
11       AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

         Beneficial ownership of all shares disclaimed by Magazine
         Associates, L.P.
-------- -----------------------------------------------------------------------
12       CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES
         CERTAIN SHARES*            |_|

-------- -----------------------------------------------------------------------
13       PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

         Not applicable (see 11 above)
-------- -----------------------------------------------------------------------
14       TYPE OF REPORTING PERSON*

                  PN
-------- -----------------------------------------------------------------------

                      *SEE INSTRUCTIONS BEFORE FILLING OUT


<PAGE>

       The information required on the remainder of this cover page shall not be
deemed to be "filed" for the purpose of Section 18 of the Act or otherwise
subject to the liabilities of that section of the Act but shall be subject to
all other provisions of the Act (however, see the Notes).

-----------------------------------------------             --------------------

CUSIP No. 003736105                Schedule 13D              Page 7 of 21 Pages
-----------------------------------------------             --------------------

-------- -----------------------------------------------------------------------
1        NAME OF REPORTING PERSONS. S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE
         PERSONS

         Publishing Associates, L.P.
-------- -----------------------------------------------------------------------
2        CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*              (a)  /X/
                                                                        (b)  / /
-------- -----------------------------------------------------------------------
3        SEC USE ONLY

-------- -----------------------------------------------------------------------
4        SOURCE OF FUNDS*

         Not Applicable
-------- -----------------------------------------------------------------------
5        CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
         PURSUANT TO ITEM 2(d) or 2(e)                                       / /

-------- -----------------------------------------------------------------------
6        CITIZENSHIP OR PLACE OF ORGANIZATION

         Delaware
-------- -----------------------------------------------------------------------
       NUMBER OF          7        SOLE VOTING POWER
         SHARES                            0
 BENEFICIALLY OWNED BY    -------- ---------------------------------------------
          EACH            8        SHARED VOTING POWER
       REPORTING                           0
      PERSON WITH         -------- ---------------------------------------------
                          9        SOLE DISPOSITIVE POWER
                                           0
                          -------- ---------------------------------------------
                          10       SHARED DISPOSITIVE POWER
                                           0
--------------------------------------------------------------------------------
11       AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

         Beneficial ownership of all shares disclaimed by
         Publishing Associates, L.P.
-------- -----------------------------------------------------------------------
12       CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES
         CERTAIN SHARES*            |_|

-------- -----------------------------------------------------------------------
13       PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

         Not applicable (see 11 above)
-------- -----------------------------------------------------------------------
14       TYPE OF REPORTING PERSON*

         PN
-------- -----------------------------------------------------------------------

                      *SEE INSTRUCTIONS BEFORE FILLING OUT

<PAGE>

       The information required on the remainder of this cover page shall not be
deemed to be "filed" for the purpose of Section 18 of the Act or otherwise
subject to the liabilities of that section of the Act but shall be subject to
all other provisions of the Act (however, see the Notes).

-----------------------------------------------             --------------------

CUSIP No. 003736105                Schedule 13D              Page 8 of 21 Pages
-----------------------------------------------             --------------------

-------- -----------------------------------------------------------------------
1        NAME OF REPORTING PERSONS. S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE
         PERSONS

         Channel One Associates, L.P.
-------- -----------------------------------------------------------------------
2        CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*              (a)  /X/
                                                                        (b)  / /
-------- -----------------------------------------------------------------------
3        SEC USE ONLY
-------- -----------------------------------------------------------------------
4        SOURCE OF FUNDS*

         Not Applicable
-------- -----------------------------------------------------------------------
5        CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
         PURSUANT TO ITEM 2(d) or 2(e)                                       / /

-------- -----------------------------------------------------------------------
6        CITIZENSHIP OR PLACE OF ORGANIZATION

         Delaware
-------- -----------------------------------------------------------------------
       NUMBER OF          7        SOLE VOTING POWER
         SHARES                            0
 BENEFICIALLY OWNED BY    -------- ---------------------------------------------
          EACH            8        SHARED VOTING POWER
       REPORTING                           0
      PERSON WITH         -------- ---------------------------------------------
                          9        SOLE DISPOSITIVE POWER
                                           0
                          -------- ---------------------------------------------
                          10       SHARED DISPOSITIVE POWER
                                           0
--------------------------------------------------------------------------------
11       AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

         Beneficial ownership of all shares disclaimed by Channel One
         Associates, L.P.
-------- -----------------------------------------------------------------------
12       CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES
         CERTAIN SHARES*            |_|

-------- -----------------------------------------------------------------------
13       PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

         Not applicable (see 11 above)
-------- -----------------------------------------------------------------------
14       TYPE OF REPORTING PERSON*

                  PN
-------- -----------------------------------------------------------------------

                      *SEE INSTRUCTIONS BEFORE FILLING OUT


<PAGE>

       The information required on the remainder of this cover page shall not be
deemed to be "filed" for the purpose of Section 18 of the Act or otherwise
subject to the liabilities of that section of the Act but shall be subject to
all other provisions of the Act (however, see the Notes).

-----------------------------------------------             --------------------

CUSIP No. 003736105                Schedule 13D              Page 9 of 21 Pages
-----------------------------------------------             --------------------

-------- -----------------------------------------------------------------------
1        NAME OF REPORTING PERSONS. S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE
         PERSONS

         KKR Partners II, L.P.
-------- -----------------------------------------------------------------------
2        CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*              (a)  /X/
                                                                        (b)  / /
-------- -----------------------------------------------------------------------
3        SEC USE ONLY
-------- -----------------------------------------------------------------------
4        SOURCE OF FUNDS*

         Not Applicable
-------- -----------------------------------------------------------------------
5        CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
         PURSUANT TO ITEM 2(d) or 2(e)                                       / /

-------- -----------------------------------------------------------------------
6        CITIZENSHIP OR PLACE OF ORGANIZATION

         Delaware
-------- -----------------------------------------------------------------------
       NUMBER OF          7        SOLE VOTING POWER
         SHARES                            0
 BENEFICIALLY OWNED BY    -------- ---------------------------------------------
          EACH            8        SHARED VOTING POWER
       REPORTING                           0
      PERSON WITH         -------- ---------------------------------------------
                          9        SOLE DISPOSITIVE POWER
                                           0
                          -------- ---------------------------------------------
                          10       SHARED DISPOSITIVE POWER
                                           0
--------------------------------------------------------------------------------
11       AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

         Beneficial ownership of all shares disclaimed by KKR Partners II, L.P.
-------- -----------------------------------------------------------------------
12       CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES
         CERTAIN SHARES*            |_|
-------- -----------------------------------------------------------------------
13       PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

         Not applicable (see 11 above)
-------- -----------------------------------------------------------------------
14       TYPE OF REPORTING PERSON*

                  PN
-------- -----------------------------------------------------------------------

                      *SEE INSTRUCTIONS BEFORE FILLING OUT

<PAGE>

       The information required on the remainder of this cover page shall not be
deemed to be "filed" for the purpose of Section 18 of the Act or otherwise
subject to the liabilities of that section of the Act but shall be subject to
all other provisions of the Act (however, see the Notes).

-----------------------------------------------             --------------------

CUSIP No. 003736105                Schedule 13D             Page 10 of 21 Pages
-----------------------------------------------             --------------------

-------- -----------------------------------------------------------------------
1        NAME OF REPORTING PERSONS. S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE
         PERSONS

         KKR Associates, L.P.
-------- -----------------------------------------------------------------------
2        CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*              (a)  /X/
                                                                        (b)  / /
-------- -----------------------------------------------------------------------
3        SEC USE ONLY
-------- -----------------------------------------------------------------------
4        SOURCE OF FUNDS*

         Not Applicable
-------- -----------------------------------------------------------------------
5        CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
         PURSUANT TO ITEM 2(d) or 2(e)                                       / /

-------- -----------------------------------------------------------------------
6        CITIZENSHIP OR PLACE OF ORGANIZATION

         New York
-------- -----------------------------------------------------------------------
       NUMBER OF          7        SOLE VOTING POWER
         SHARES                            0
 BENEFICIALLY OWNED BY    -------- ---------------------------------------------
          EACH            8        SHARED VOTING POWER
       REPORTING                           0
      PERSON WITH         -------- ---------------------------------------------
                          9        SOLE DISPOSITIVE POWER
                                           0
                          -------- ---------------------------------------------
                          10       SHARED DISPOSITIVE POWER
                                           0
--------------------------------------------------------------------------------
11       AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

         Beneficial ownership of all shares disclaimed by KKR Associates, L.P.
-------- -----------------------------------------------------------------------
12       CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES
         CERTAIN SHARES*            |_|

-------- -----------------------------------------------------------------------
13       PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

         Not applicable (see 11 above)
-------- -----------------------------------------------------------------------
14       TYPE OF REPORTING PERSON*

                  PN
-------- -----------------------------------------------------------------------

                      *SEE INSTRUCTIONS BEFORE FILLING OUT


<PAGE>

       The information required on the remainder of this cover page shall not be
deemed to be "filed" for the purpose of Section 18 of the Act or otherwise
subject to the liabilities of that section of the Act but shall be subject to
all other provisions of the Act (however, see the Notes).

-----------------------------------------------             --------------------

CUSIP No. 003736105                Schedule 13D             Page 11 of 21 Pages
-----------------------------------------------             --------------------

-------- -----------------------------------------------------------------------
1        NAME OF REPORTING PERSONS. S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE
         PERSONS

         KKR 1996 Fund, L.P.
-------- -----------------------------------------------------------------------
2        CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*              (a)  /X/
                                                                        (b)  / /
-------- -----------------------------------------------------------------------
3        SEC USE ONLY

-------- -----------------------------------------------------------------------
4        SOURCE OF FUNDS*

         Not Applicable
-------- -----------------------------------------------------------------------
5        CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
         PURSUANT TO ITEM 2(d) or 2(e)                                       / /

-------- -----------------------------------------------------------------------
6        CITIZENSHIP OR PLACE OF ORGANIZATION

         Delaware
-------- -----------------------------------------------------------------------
       NUMBER OF          7        SOLE VOTING POWER
         SHARES                            0
 BENEFICIALLY OWNED BY    -------- ---------------------------------------------
          EACH            8        SHARED VOTING POWER
       REPORTING                           0
      PERSON WITH         -------- ---------------------------------------------
                          9        SOLE DISPOSITIVE POWER
                                           0
                          -------- ---------------------------------------------
                          10       SHARED DISPOSITIVE POWER
                                           0
--------------------------------------------------------------------------------
11       AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

         Beneficial ownership of all shares disclaimed by KKR 1996 Fund, L.P.
-------- -----------------------------------------------------------------------
12       CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES
         CERTAIN SHARES*            |_|

-------- -----------------------------------------------------------------------
13       PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

         Not applicable (see 11 above)
-------- -----------------------------------------------------------------------
14       TYPE OF REPORTING PERSON*

                  PN
-------- -----------------------------------------------------------------------

                      *SEE INSTRUCTIONS BEFORE FILLING OUT


<PAGE>

       The information required on the remainder of this cover page shall not be
deemed to be "filed" for the purpose of Section 18 of the Act or otherwise
subject to the liabilities of that section of the Act but shall be subject to
all other provisions of the Act (however, see the Notes).

-----------------------------------------------             --------------------

CUSIP No. 003736105                Schedule 13D             Page 12 of 21 Pages
-----------------------------------------------             --------------------

-------- -----------------------------------------------------------------------
1        NAME OF REPORTING PERSONS. S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE
         PERSONS

         KKR Associates 1996 L.P.
-------- -----------------------------------------------------------------------
2        CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*              (a)  /X/
                                                                        (b)  / /

-------- -----------------------------------------------------------------------
3        SEC USE ONLY

-------- -----------------------------------------------------------------------
4        SOURCE OF FUNDS*

         Not Applicable
-------- -----------------------------------------------------------------------
5        CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
         PURSUANT TO ITEM 2(d) or 2(e)                                       / /

-------- -----------------------------------------------------------------------
6        CITIZENSHIP OR PLACE OF ORGANIZATION

         Delaware
-------- -----------------------------------------------------------------------
       NUMBER OF          7        SOLE VOTING POWER
         SHARES                            0
 BENEFICIALLY OWNED BY    -------- ---------------------------------------------
          EACH            8        SHARED VOTING POWER
       REPORTING                           0
      PERSON WITH         -------- ---------------------------------------------
                          9        SOLE DISPOSITIVE POWER
                                           0
                          -------- ---------------------------------------------
                          10       SHARED DISPOSITIVE POWER
                                           0
--------------------------------------------------------------------------------
11       AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

         Beneficial ownership of all shares disclaimed by
         KKR Associates 1996 L.P.
-------- -----------------------------------------------------------------------
12       CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES
         CERTAIN SHARES*            |_|
-------- -----------------------------------------------------------------------
13       PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

         Not applicable (see 11 above)
-------- -----------------------------------------------------------------------
14       TYPE OF REPORTING PERSON*

                  PN
-------- -----------------------------------------------------------------------

                      *SEE INSTRUCTIONS BEFORE FILLING OUT


<PAGE>

       The information required on the remainder of this cover page shall not be
deemed to be "filed" for the purpose of Section 18 of the Act or otherwise
subject to the liabilities of that section of the Act but shall be subject to
all other provisions of the Act (however, see the Notes).

-----------------------------------------------             --------------------

CUSIP No. 003736105                Schedule 13D             Page 13 of 21 Pages
-----------------------------------------------             --------------------

-------- -----------------------------------------------------------------------
1        NAME OF REPORTING PERSONS. S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE
         PERSONS

         KKR 1996 GP LLC
-------- -----------------------------------------------------------------------
2        CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*              (a)  /X/
                                                                        (b)  / /

-------- -----------------------------------------------------------------------
3        SEC USE ONLY

-------- -----------------------------------------------------------------------
4        SOURCE OF FUNDS*

         Not Applicable
-------- -----------------------------------------------------------------------
5        CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
         PURSUANT TO ITEM 2(d) or 2(e)                                       / /

-------- -----------------------------------------------------------------------
6        CITIZENSHIP OR PLACE OF ORGANIZATION

         Delaware
-------- -----------------------------------------------------------------------
       NUMBER OF          7        SOLE VOTING POWER
         SHARES                            0
 BENEFICIALLY OWNED BY    -------- ---------------------------------------------
          EACH            8        SHARED VOTING POWER
       REPORTING                           0
      PERSON WITH         -------- ---------------------------------------------
                          9        SOLE DISPOSITIVE POWER
                                           0
                          -------- ---------------------------------------------
                          10       SHARED DISPOSITIVE POWER
                                           0
--------------------------------------------------------------------------------
11       AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

         Beneficial ownership of all shares disclaimed by KKR 1996 GP LLC
-------- -----------------------------------------------------------------------
12       CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES
         CERTAIN SHARES*            |_|

-------- -----------------------------------------------------------------------
13       PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

         Not applicable (see 11 above)
-------- -----------------------------------------------------------------------
14       TYPE OF REPORTING PERSON*

                  OO
-------- -----------------------------------------------------------------------

                      *SEE INSTRUCTIONS BEFORE FILLING OUT



<PAGE>



ITEM 1.   SECURITY AND ISSUER.

          This Statement on Schedule 13D (this "Schedule 13D") relates to shares
of Common Stock, par value $.001 per share ("Company Common Stock"), of
About.com, Inc., a Delaware corporation (the "Company"). The principal executive
offices of About.com, Inc. are located at 1440 Broadway, 19th Floor, New York,
New York 10018.

ITEM 2.   IDENTITY AND BACKGROUND.

          This statement is being filed by PRIMEDIA Inc., a Delaware corporation
("PRIMEDIA") for and on behalf of itself, MA Associates, L.P., a Delaware
limited partnership ("MA Associates"), FP Associates, L.P., a Delaware limited
partnership ("FP Associates"), Magazine Associates, L.P., a Delaware limited
partnership ("Magazine Associates"), Publishing Associates, L.P., a Delaware
limited partnership ("Publishing Associates"), Channel One Associates, L.P., a
Delaware limited partnership ("Channel One Associates"), KKR Partners II, L.P.,
a Delaware limited partnership ("Partners"), KKR Associates, L.P., a New York
limited partnership ("KKR Associates"), which is the sole general partner of MA
Associates, FP Associates, Magazine Associates, Publishing Associates, Channel
One Associates and Partners, KKR 1996 Fund L.P., a Delaware limited partnership
("KKR 1996 Fund"), KKR Associates 1996 L.P., a Delaware limited partnership
which is the sole general partner of KKR 1996 Fund ("KKR Associates 1996"), and
KKR 1996 GP LLC, a Delaware limited liability company which is the sole general
partner of KKR Associates 1996 ("KKR 1996 LLC") (MA Associates, FP Associates,
Magazine Associates, Publishing Associates, Channel One Associates, Partners,
KKR Associates, KKR 1996 Fund, KKR Associates 1996 and KKR 1996 LLC,
collectively, the "Majority Stockholders"). The Majority Stockholders
beneficially own 74% of the outstanding common stock of PRIMEDIA. PRIMEDIA and
the Majority Stockholders are referred to herein as the "Reporting Persons." An
agreement among the Reporting Persons with respect to the filing of this
statement is attached as Exhibit 1 hereto.

          The principal executive offices of PRIMEDIA are located at 745 Fifth
Avenue, New York, New York 10151. PRIMEDIA is a targeted media company which
delivers content via print (magazines and directories), video (satellite and
cable), live events (trade and consumer shows) and Internet (more than 300 sites
including vertical on-line communities).

          The name, citizenship, residence or business address and principal
occupation or employment (and the name, principal business and address of any
corporation or other organization in which such employment is conducted) of each
director, executive officer or other controlling person of PRIMEDIA is set forth
in Schedule A hereto.

          Each of MA Associates, FP Associates, Magazine Associates, Publishing
Associates, Channel One Associates, Partners and KKR 1996 Fund is principally
engaged in the business of investing in securities.

          The sole general partner of MA Associates, FP Associates, Magazine
Associates, Publishing Associates and Partners is KKR Associates. KKR Associates
is principally engaged in the business of investing through partnerships in
other companies.


                              Page 14 of 21 Pages
<PAGE>

          Each of KKR Associates 1996 and KKR 1996 LLC is principally engaged in
the business of investing through the KKR 1996 Fund in other companies.

          The address of the principal business and office of each of the
Majority Stockholders is 9 West 57th Street, New York, New York 10019.

          Messrs. Henry R. Kravis and George R. Roberts are the managing members
of KKR 1996 LLC and are also the members of the Executive Committee of KKR
Associates. The other members of KKR 1996 LLC are Messrs. Robert I. MacDonnell,
Paul E. Raether, Michael W. Michelson, James H. Greene, Jr., Michael T. Tokarz,
Perry Golkin, Clifton S. Robbins, Scott M. Stuart, Edward A. Gilhuly and
Johannes Huth. Messrs. Kravis, Roberts, MacDonnell, Raether, Michelson, Greene,
Tokarz, Golkin, Robbins, Stuart and Gilhuly are also general partners of KKR
Associates. Messrs. Kravis, Roberts, MacDonnell, Raether, Michelson, Greene,
Tokarz, Golkin, Robbins, Stuart and Gilhuly are each United States citizens, Mr.
Huth is a German citizen, and the present principal occupation or employment of
each is as a managing member or member of KKR & Co. L.L.C., which is the general
partner of Kohlberg Kravis Roberts & Co. L.P. ("KKR"), a private investment
firm, the addresses of which are 9 West 57th Street, New York, New York 10019,
2800 Sand Hill Road, Suite 200, Menlo Park, California 94025 and Sterling
Square, 7 Carlton Gardens, London SW1Y5AD, England. The business address of each
of Messrs. Kravis, Raether, Golkin, Tokarz, Robbins and Stuart is 9 West 57th
Street, New York, New York 10019; the business address of each of Messrs.
Roberts, MacDonnell, Michelson, Greene and Gilhuly is 2800 Sand Hill Road, Suite
200, Menlo Park, California 94025; and the business address of Mr. Huth is
Sterling Square, 7 Carlton Gardens, London SW1Y5AD, England.

          During the last five years, none of the Reporting Persons nor, to the
best knowledge of the Reporting Persons, any of the other persons named in this
Item 2 or on Schedule A hereto, has been (i) convicted in a criminal proceeding
(excluding traffic violations or similar misdemeanors); or (ii) a party to a
civil proceeding of a judicial or administrative body of competent jurisdiction
and as a result of such proceeding was or is subject to a judgment, decree or
final order enjoining future violations of, or prohibiting or mandating
activities subject to, federal or state securities laws or finding any violation
with respect to such laws.

          This statement is being filed while the Reporting Persons are in the
process of verifying information required herein from the other persons named in
this Item 2 or on Schedule A. If the Reporting Persons obtain information
concerning such individuals that would cause a material change in the disclosure
contained herein, an amendment to this statement will be filed that will
disclose such change.

ITEM 3.   SOURCE AND AMOUNT OF FUNDS OR OTHER CONSIDERATION.

          The consideration to be used to purchase the shares of Company Common
Stock listed in Row 7 of the cover page of this Statement on Schedule 13D is the
provision by PRIMEDIA of advertising and promotional services with a total value
of $14,400,000. No other funds or other consideration were used to purchase any
of the other securities reported on this Schedule 13D. The shares of Company
Common Stock listed in Row 8 of the cover page of this


                              Page 15 of 21 Pages
<PAGE>

Statement on Schedule 13D are being reported because voting rights were acquired
in connection with the transactions described in Item 4 below.

ITEM 4.   PURPOSE OF THE TRANSACTION.

          PRIMEDIA acquired the voting rights described in this Item 4 in order
to effectuate the transactions contemplated by the Merger Agreement (as
described below). The Merger Agreement is filed as an exhibit hereto (as
indicated below) and incorporated by reference herein.

          On October 29, 2000, the Company entered into a definitive agreement
(the "Merger Agreement") relating to the merger of Abracadabra Acquisition
Corporation, a Delaware corporation and wholly owned subsidiary of PRIMEDIA
("Merger Sub"), with and into the Company (the "Merger"), with the Company
continuing as the surviving corporation (the "Surviving Corporation").

          In the Merger, each issued and outstanding share of Company Common
Stock not owned or held by the Company will be converted into 2.3409 shares of
common stock, par value $.01 per share, of PRIMEDIA.

          Pursuant to the Merger Agreement, the officers of the Company
immediately prior to the effective time of the Merger will be the officers of
the Surviving Corporation, and the directors of Merger Sub immediately prior to
the effective time of the Merger will be the directors of the Surviving
Corporation.

          The Merger is subject to the approval of the Company's stockholders as
well as receipt of required regulatory approvals, approval for listing on the
New York Stock Exchange and other customary conditions. The issuance of stock by
PRIMEDIA is subject to its stockholders' approval, a majority of whom have
already agreed to approve the issuance. There can be no assurance that the other
required approvals will be obtained in a timely fashion, if at all, or, in the
case of regulatory approvals, if obtained, will not contain certain conditions.

          In connection with the Merger, it is expected that the Company Common
Stock will be delisted from the Nasdaq National Market and will become eligible
for termination of registration under the Securities Exchange Act of 1934, as
amended.

          Upon closing of the Merger, it is anticipated that Scott Kurnit, the
Company's Chief Executive Officer, will become a member of the Board of
Directors and Chief Internet Officer of PRIMEDIA.

          In consideration of the Merger Agreement, certain beneficial owners of
Company Common Stock (the "Shareholders") have entered into a Voting Agreement
with PRIMEDIA and Merger Sub (the "Voting Agreement") pursuant to which, among
other things, the Shareholders (i) agreed to vote (or cause to be voted) all of
the shares of Company Common Stock beneficially owned by such Shareholders on
the record date of such vote or action (a) in favor of the Merger, the execution
and delivery of the Merger Agreement and the approval of the terms thereof and
each of the other transactions contemplated by the Merger Agreement; and (b)
against any amendment of the of the Company's certificate of incorporation or
bylaws which


                              Page 16 of 21 Pages
<PAGE>

amendment would prevent or materially impede, interfere with or delay the
Merger, the Merger Agreement or any of the other transactions contemplated by
the Merger Agreement and (ii) appointed the President of PRIMEDIA and the Vice
Chairman and Secretary of PRIMEDIA, and any other designee of PRIMEDIA, each of
them individually, such Shareholder's proxy and attorney-in-fact (with full
power of substitution) to vote or act by written consent with respect to such
Shareholder's shares of Company Common Stock. The Voting Agreement terminates on
the earlier of (i) the effective time of the Merger and (ii) the termination of
the Merger Agreement pursuant to its terms.

          On October 29, 2000, the Shareholders beneficially owned 1,798,062
shares of Company Common Stock, which amounted to 9.74% of the total outstanding
shares of Company Common Stock. Of the shares owned, an aggregate of 374,974 are
represented by options to acquire Company Common Stock which were either
exercisable on October 29, 2000 or become exercisable within 60 days thereafter.

          On October 29, 2000 the Company entered into a definitive agreement
(the "First Ads for Equity Agreement") with PRIMEDIA, pursuant to which the
Company will issue 403,361 shares of Company Common Stock to PRIMEDIA in
consideration of the provision by PRIMEDIA of advertising and promotional
services through December 31, 2001, with a total value of $14,400,000. On
November 8, 2000, 403,361 shares of Company Common Stock were issued to PRIMEDIA
pursuant to the First Ads for Equity Agreement.

          In the event the First Ads for Equity Agreement is terminated,
PRIMEDIA must return the portion of Company Common Stock relating to unused
services. In the event the First Ads for Equity Agreement is terminated upon a
material breach by PRIMEDIA, PRIMEDIA must return the "Unvested Shares" as
defined in the First Ads for Equity Agreement.

          On October 29, 2000, the Company entered into a definitive agreement
(the "Second Ads for Equity Agreement") with PRIMEDIA, pursuant to which the
Company will issue 1,613,445 shares of Company Common Stock to PRIMEDIA in
consideration of the provision by PRIMEDIA of advertising and promotional
services beginning on January 1, 2002 and continuing through December 31, 2005,
with a total value of $57,600,000. No shares of Company Common Stock have been
issued pursuant to the Second Ads for Equity Agreement.

          In the event the Second Ads for Equity Agreement is terminated,
PRIMEDIA must return the portion of Company Common Stock relating to unused
services. In the event the Second Ads for Equity Agreement is terminated upon a
material breach by PRIMEDIA, PRIMEDIA must return the "Unvested Shares" as
defined in the Second Ads for Equity Agreement.

          The foregoing summaries of the Merger Agreement, the Voting Agreement,
the First Ads for Equity Agreement and the Second Ads for Equity Agreement do
not purport to be complete and are subject to, and qualified in their entirety
by reference to, the provisions of the agreements filed as exhibits hereto. A
copy of (a) the Merger Agreement is attached hereto as Exhibit 2, (b) the Voting
Agreement is attached hereto as Exhibit 3, (c) the First Ads for Equity
Agreement is attached hereto as Exhibit 4, and (d) the Second Ads for Equity
Agreement is attached hereto as Exhibit 5.


                              Page 17 of 21 Pages
<PAGE>

          Except as set forth above, the Reporting Persons have no present plans
or proposals which relate to or would result in any actions described in
subparagraphs (a) through (j) of Item 4 of Schedule 13D, except that the
Reporting Persons may, from time to time, acquire Company Common Stock in the
open market.

ITEM 5.   INTEREST IN SECURITIES OF THE ISSUER.

          (a) The responses of the Reporting Persons to Rows (7) through (13) of
the cover page of this statement on Schedule 13D are incorporated herein by
reference. As of October 29, 2000, the Reporting Persons did not own any shares
of Company Common Stock.

          Except as disclosed in this Item 5(a), none of the Reporting Persons,
nor, to the best knowledge of the Reporting Persons, any of the other persons
named in Item 2 or on Schedule A hereto, beneficially owns any shares of Company
Common Stock.

          (b) The responses of the Reporting Persons to (i) Rows (7) through
(13) of the cover page of this statement on Schedule 13D and (ii) Item 5(a)
hereof are incorporated herein by reference. As further described in Item 4,
PRIMEDIA, Merger Sub and the Shareholders have entered into the Voting Agreement
with respect to the voting of shares of Company Common Stock. Pursuant to the
terms of such arrangement, PRIMEDIA may be deemed to have the power to direct
the vote with respect to the 1,798,062 shares of Company Common Stock
beneficially owned by the Shareholders. In addition, PRIMEDIA was issued 403,361
shares of Company Common Stock in connection with the First Ads for Equity
Agreement.

          Except as disclosed in this Item 5(b), none of the Reporting Persons,
nor, to the best knowledge of the Reporting Persons, any of the other persons
named in Item 2 or on Schedule A hereto, presently has the power to vote or to
direct the vote or to dispose or direct the disposition of any of shares of
Company Common Stock or other securities of the Company which they may be deemed
to beneficially own.

          (c) Except as disclosed in Item 4 hereof, none of the Reporting
Persons, nor, to the best knowledge of the Reporting Persons, any of the other
persons named in Item 2 or on Schedule A hereto, has effected any transaction in
the Company Common Stock during the past 60 days.

          (d) Not applicable.

          (e) Not applicable.

          Neither the filing of this Schedule 13D or any amendment thereto, nor
anything contained herein is intended as, or should be construed as, an
admission that the Reporting Persons are the "beneficial owner" of any shares of
Company Common Stock or other securities of the Company.


                              Page 18 of 21 Pages
<PAGE>

ITEM 6.   CONTRACTS, ARRANGEMENTS, UNDERSTANDINGS OR RELATIONSHIPS WITH RESPECT
          TO SECURITIES OF THE ISSUER.

          The response to Item 4 hereof is incorporated herein by reference.
Except as set forth in this Schedule 13D, to the best knowledge of the Reporting
Persons, there are no other contracts, arrangements, understandings or
relationships (legal or otherwise) among the persons named in Item 2 and between
such persons and any person with respect to any securities of the Company,
including, but not limited to, transfer or voting of any of the securities of
the Company, joint ventures, loan or option arrangements, puts or calls,
guarantees of profits, division of profits or loss, or the giving or withholding
of proxies, or a pledge or contingency the occurrence of which would give
another person voting power or investment power over the securities of the
Company.

ITEM 7.   MATERIAL TO BE FILED AS EXHIBITS.

          1.        Joint Filing Agreement, dated as of November 8, 2000,
                    between PRIMEDIA Inc., MA Associates, L.P., FP Associates,
                    L.P., Magazine Associates, L.P., Publishing Associates,
                    L.P., Channel One Associates, L.P., KKR Partners II, L.P.,
                    KKR Associates, KKR 1996 Fund L.P., KKR Associates 1996 L.P.
                    and KKR 1996 GP LLC relating to the filing of a joint
                    statement on Schedule 13D.

          2.        Agreement and Plan of Merger, dated as of October 29, 2000,
                    by and among PRIMEDIA Inc., Abracadabra Acquisition
                    Corporation and About.com, Inc. (filed as Exhibit 2.1 to the
                    Reporting Person's Report on Form 8-K dated October 30,
                    2000).

          3.        Voting Agreement dated as of October 29, 2000, by and among
                    the shareholders of About.com, Inc. listed on the signature
                    page of the Voting Agreement, PRIMEDIA Inc. and Abracadabra
                    Acquisition Corporation.

          4.        Ads for Equity Agreement, dated as of October 29, 2000, by
                    and between PRIMEDIA Inc. and About.com, Inc.

          5.        Ads for Equity Agreement, dated as of October 29, 2000, by
                    and between PRIMEDIA Inc. and About.com, Inc.



                              Page 19 of 21 Pages
<PAGE>

                                    SIGNATURE

          After reasonable inquiry and to the best of my knowledge and belief, I
certify that the information set forth in this Schedule 13D is true, complete
and correct.

                                   PRIMEDIA INC.


                                   By: /s/ Charles McCurdy
                                       -------------------------------
                                       Name:  Charles McCurdy
                                       Title:    President

                                   KKR 1996 FUND L.P.

                                   By: KKR Associates 1996, L.P.
                                         Its General Partner

                                   By:  KKR 1996 GP LLC
                                           Its General Partner

                                   By:  /s/ Perry Golkin
                                       -------------------------------
                                         Member

                                   KKR ASSOCIATES 1996

                                   By:  KKR 1996 GP LLC
                                           Its General Partner

                                   By:  /s/ Perry Golkin
                                       -------------------------------
                                         Member

                                   KKR 1996 GP LLC

                                   By:  /s/ Perry Golkin
                                       -------------------------------
                                         Member

                                   MA ASSOCIATES, L.P.
                                   By: KKR Associates, L.P.
                                        Its General Partner

                                   By:  /s/ Perry Golkin
                                       -------------------------------
                                              A General Partner


                              Page 20 of 21 Pages
<PAGE>


                                   FP ASSOCIATES, L.P.
                                   By: KKR Associates, L.P.
                                        Its General Partner

                                   By:  /s/ Perry Golkin
                                       -------------------------------
                                          A General Partner

                                   MAGAZINE ASSOCIATES, L.P.
                                   By: KKR Associates, L.P.
                                        Its General Partner

                                   By:  /s/ Perry Golkin
                                       -------------------------------
                                          A General Partner

                                   PUBLISHING ASSOCIATES, L.P.
                                   By: KKR Associates, L.P.
                                        Its General Partner

                                   By:  /s/ Perry Golkin
                                       -------------------------------
                                          A General Partner

                                   CHANNEL ONE ASSOCIATES, L.P.
                                   By: KKR Associates, L.P.
                                        Its General Partner

                                   By:  /s/ Perry Golkin
                                       -------------------------------
                                          A General Partner

                                   KKR PARTNERS II, L.P.
                                   By: KKR Associates, L.P.
                                         Its General Partner

                                   By:  /s/ Perry Golkin
                                       -------------------------------
                                          A General Partner

                                   KKR ASSOCIATES, L.P.

                                   By:  /s/ Perry Golkin
                                       -------------------------------
                                          A General Partner

DATED:  November 8, 2000


                              Page 21 of 21 Pages
<PAGE>

                                   SCHEDULE A

              BOARD OF DIRECTORS AND EXECUTIVE OFFICERS OF PRIMEDIA

                  The directors and executive officers of PRIMEDIA are
identified in the table below.

<TABLE>
<CAPTION>
------ ---------------------- ---------------------------------- -----------------------------------------------------
               NAME                   BUSINESS ADDRESS                           PRINCIPAL OCCUPATION
------ ---------------------- ---------------------------------- -----------------------------------------------------
<S>    <C>                    <C>                                <C>
1.     Thomas S. Rogers       745 Fifth Avenue                   Chief Executive Officer of PRIMEDIA Inc.
                              New York, New York  10151
------ ---------------------- ---------------------------------- -----------------------------------------------------
2.     Beverly C. Chell       745 Fifth Avenue                   Vice Chairman, General Counsel and Secretary of
                              New York, New York  10151          PRIMEDIA Inc.
------ ---------------------- ---------------------------------- -----------------------------------------------------
3.     Meyer Feldberg         Columbia University                Dean, Columbia University Graduate School of
                              101 Uris Hall                      Business
                              New York, New York 10027
------ ---------------------- ---------------------------------- -----------------------------------------------------
4.     Perry Golkin           9 West 57th Street                 Member of KKR & Co. L.L.C.
                              New York, New York  10019          General Partner, Kohlberg Kravis Roberts & Co., L.P.
------ ---------------------- ---------------------------------- -----------------------------------------------------
5.     H. John Greeniaus      CCL Industries                     Former Chairman and Chief Executive Officer,
                              105 Gordon Baker Road              Nabisco, Inc.
                              Suite 800                          Director, CCL Industries
                              Willowdale, Ontario M2H 3P8
                              Canada
------ ---------------------- ---------------------------------- -----------------------------------------------------
6.     Henry R. Kravis        9 West 57th Street                 Founding Partner, Kohlberg Kravis Roberts & Co.,
                              New York, New York  10019          L.P.
------ ---------------------- ---------------------------------- -----------------------------------------------------
7.     Charles G. McCurdy     745 Fifth Avenue                   President of PRIMEDIA Inc.
                              New York, New York  10151
------ ---------------------- ---------------------------------- -----------------------------------------------------
8.     George R. Roberts      9 West 57th Street                 Founding Partner, Kohlberg Kravis Roberts & Co.,
                              New York, New York  10019          L.P.
------ ---------------------- ---------------------------------- -----------------------------------------------------
9.     Michael T. Tokarz      9 West 57th Street                 Member of KKR & Co. L.L.C.
                              New York, New York  10019          General Partner, Kohlberg Kravis Roberts & Co., L.P.
------ ---------------------- ---------------------------------- -----------------------------------------------------
</TABLE>

<PAGE>

                                INDEX TO EXHIBITS

ITEM 8.   MATERIAL TO BE FILED AS EXHIBITS.

----------------    ------------------------------------------------------------
EXHIBIT NUMBER      DESCRIPTION OF EXHIBITS
----------------    ------------------------------------------------------------
1.                  Joint Filing Agreement, dated as of November 8, 2000,
                    between PRIMEDIA Inc., MA Associates, L.P., FP Associates,
                    L.P., Magazine Associates, L.P., Publishing Associates,
                    L.P., Channel One Associates, L.P., KKR Partners II, L.P.,
                    KKR Associates, KKR 1996 Fund L.P., KKR Associates 1996 L.P.
                    and KKR 1996 GP LLC relating to the filing of a joint
                    statement on Schedule 13D.
----------------    ------------------------------------------------------------
2.                  Agreement and Plan of Merger, dated as of October 29, 2000,
                    by and among PRIMEDIA Inc., Abracadabra Acquisition
                    Corporation, and About.com, Inc. (filed as Exhibit 2.1 to
                    the Reporting Person's Report on Form 8-K dated October 30,
                    2000).
----------------    ------------------------------------------------------------
3.                  Voting Agreement, dated as of October 29, 2000, by and among
                    the shareholders of About.com, Inc. listed on the signature
                    page of the Voting Agreement, PRIMEDIA Inc. and Abracadabra
                    Acquisition Corporation.
----------------    ------------------------------------------------------------
4.                  Ads for Equity Agreement, dated as of October 29, 2000, by
                    and between PRIMEDIA Inc. and About.com, Inc.
----------------    ------------------------------------------------------------
5.                  Ads for Equity Agreement, dated as of October 29, 2000, by
                    and between PRIMEDIA Inc. and About.com, Inc.
----------------    ------------------------------------------------------------

</TEXT>
</DOCUMENT>
<DOCUMENT>
<TYPE>EX-99.1
<SEQUENCE>2
<FILENAME>a2029954zex-99_1.txt
<DESCRIPTION>EXHIBIT 99.1
<TEXT>

<PAGE>

                                    EXHIBIT 1

                             JOINT FILING AGREEMENT

          We, the signatories of the statement on Schedule 13D to which this
Agreement is attached, hereby agree that such statement is, and any amendments
to be filed by any of us will be, filed on behalf of each of us.

                                   PRIMEDIA INC.


                                   By: /s/ Charles McCurdy
                                       -------------------------------
                                       Name:  Charles McCurdy
                                       Title:    President

                                   KKR 1996 FUND L.P.

                                   By: KKR Associates 1996, L.P.
                                         Its General Partner

                                   By:  KKR 1996 GP LLC
                                           Its General Partner

                                   By:  /s/ Perry Golkin
                                       -------------------------------
                                         Member

                                   KKR ASSOCIATES 1996

                                   By:  KKR 1996 GP LLC
                                           Its General Partner

                                   By:  /s/ Perry Golkin
                                       -------------------------------
                                         Member

                                   KKR 1996 GP LLC

                                   By:  /s/ Perry Golkin
                                       -------------------------------
                                         Member

                                   MA ASSOCIATES, L.P.
                                   By: KKR Associates, L.P.
                                        Its General Partner

                                   By:  /s/ Perry Golkin
                                       -------------------------------
                                              A General Partner


<PAGE>


                                   FP ASSOCIATES, L.P.
                                   By: KKR Associates, L.P.
                                        Its General Partner

                                   By:  /s/ Perry Golkin
                                       -------------------------------
                                          A General Partner

                                   MAGAZINE ASSOCIATES, L.P.
                                   By: KKR Associates, L.P.
                                        Its General Partner

                                   By:  /s/ Perry Golkin
                                       -------------------------------
                                          A General Partner

                                   PUBLISHING ASSOCIATES, L.P.
                                   By: KKR Associates, L.P.
                                        Its General Partner

                                   By:  /s/ Perry Golkin
                                       -------------------------------
                                          A General Partner

                                   CHANNEL ONE ASSOCIATES, L.P.
                                   By: KKR Associates, L.P.
                                        Its General Partner

                                   By:  /s/ Perry Golkin
                                       -------------------------------
                                          A General Partner

                                   KKR PARTNERS II, L.P.
                                   By: KKR Associates, L.P.
                                         Its General Partner

                                   By:  /s/ Perry Golkin
                                       -------------------------------
                                          A General Partner

                                   KKR ASSOCIATES, L.P.

                                   By:  /s/ Perry Golkin
                                       -------------------------------
                                          A General Partner

DATED:  November 8, 2000
</TEXT>
</DOCUMENT>
<DOCUMENT>
<TYPE>EX-99.3
<SEQUENCE>3
<FILENAME>a2029954zex-99_3.txt
<DESCRIPTION>EXHIBIT 99.3
<TEXT>

<PAGE>
                                                                       Exhibit 3


                                VOTING AGREEMENT


          VOTING AGREEMENT (this "AGREEMENT"), dated as of October 29, 2000,
among those shareholders of About.com, Inc., a Delaware corporation (the
"COMPANY"), listed on the signature page hereof (each, a "Shareholder," and
collectively, the "SHAREHOLDERS"), PRIMEDIA Inc., a Delaware corporation
("PARENT"), and Abracadabra Acquisition Corporation, a Delaware corporation and
a wholly owned subsidiary of Parent ("MERGER Sub").

          WHEREAS, each Shareholder beneficially owns the number of shares of
common stock, par value $0.001 per share, of the Company set forth below such
Shareholder's name on the signature page hereof (all such shares, together with
any other shares of capital stock of the Company such Shareholder acquires after
the date hereof, including, without limitation, as a result of a stock dividend,
stock split, recapitalization, combination, reclassification, exchange, or
change of such shares, or upon exercise or conversion of any securities, the
"SHARES");

          WHEREAS, simultaneously with the execution and delivery hereof,
Parent, Merger Sub and the Company have entered into an Agreement and Plan of
Merger (the "MERGER AGREEMENT"; capitalized terms used herein and not defined
shall have the meanings set forth in the Merger Agreement), dated as of the date
hereof, which Merger Agreement has been approved by the Board of Directors of
the Company, and has been approved by the Boards of Directors of Parent and
Merger Sub. The directors of the Company unanimously voted in favor of the
adoption of the Merger Agreement and the recommendation that shareholders of the
Company approve the merger of Merger Sub with and into the Company (the
"MERGER") as contemplated by the Merger Agreement; and

          WHEREAS, as a condition to entering into the Merger Agreement, Parent
and Merger Sub have required that the Shareholders agree, and in order to induce
Parent and Merger Sub to enter into the Merger Agreement, the Shareholders have
agreed, to enter into this Agreement.

          NOW, THEREFORE, in consideration of the foregoing and for other good
and valuable consideration, the parties hereby agree as follows

          SECTION 1. REPRESENTATIONS AND WARRANTIES OF THE SHAREHOLDERS. Each
Shareholder severally represents and warrants to Parent and Merger Sub as
follows:

          (a) The execution, delivery and performance of this Agreement and the
consummation of the transactions contemplated hereby have been duly and validly
authorized by such Shareholder, and no other proceedings on the part of such
Shareholder are necessary to authorize this Agreement or to consummate the
transactions so contemplated.

          (b) This Agreement has been duly and validly executed and delivered by
such Shareholder and, assuming this Agreement constitutes a valid and binding
obligation of Parent and Merger Sub, constitutes a legal, valid and binding
obligation of such Shareholder

<PAGE>
                                                                               2


enforceable against such Shareholder in accordance with its terms (except
insofar as enforceability may be limited by applicable bankruptcy, insolvency,
reorganization, moratorium or similar laws affecting creditors' rights generally
or by principles governing the availability of equitable remedies).

          (c) The execution, delivery and performance by such Shareholder of
this Agreement and the consummation of the transactions contemplated hereby do
not and will not (i) contravene or conflict with its organizational documents;
(ii) contravene or conflict with or constitute a violation of any provision of
any law, regulation, judgment, injunction, order or decree binding upon or
applicable to such Shareholder or any of its properties; or (iii) conflict with,
or result in the breach or termination of or constitute a default (with or
without the giving of notice or the lapse of time or both) under, or give rise
to any right of termination, cancellation, or loss of any benefit to which such
Shareholder is entitled under any provision of any agreement, contract, license
or other instrument binding upon such Shareholder or any of its properties, or
allow the acceleration of the performance of any obligation of such Shareholder
under any indenture, mortgage deed of trust, lease, license, contract,
instrument or other agreement to which such Shareholder is a party or by which
such Shareholder, its assets or properties is subject or bound, other than such
contraventions, conflicts, violations, breaches, defaults or other occurrences
that would not reasonably be expected to prevent, delay or impair such
Shareholder's ability to consummate the transactions contemplated by this
Agreement.

          (d) Other than any filings required by the Exchange Act or the rules
and regulations promulgated thereunder, the execution, delivery and performance
by such Shareholder of this Agreement and the consummation of the transactions
contemplated hereby by such Shareholder require no filings, notices,
declarations, consents or other actions to be made by such Shareholder with, nor
are any approvals or other confirmations or consents required to be obtained by
such Shareholder from, any governmental authority.

          (e) As of the date hereof, there is no action, suit, claim,
investigation or proceeding pending or, to the knowledge of such Shareholder,
threatened against such Shareholder or its properties before any court or
arbitrator or any governmental authority which challenges or seeks to prevent,
enjoin, alter or delay the Merger or any of the other transactions contemplated
hereby or by the Merger Agreement. As of the date hereof, such Shareholder is
not, and none of its properties is, subject to any order, writ, judgment,
injunction, decree, determination or award which would prevent, delay or impair
the consummation of the transactions contemplated hereby.

          (f) Such Shareholder is, and at the Effective Time will be, the sole
record and beneficial owner of and has, and at the Effective Time such
Shareholder will have, good and valid title to the Shares held by such
Shareholder, free and clear of any Liens, except for any Liens arising
hereunder. Such Shareholder has, and at the Effective Time will have, the power
to vote, dispose of and otherwise transfer such Shares without the approval,
consent or other action of any person.

          (g) There are no options or rights to acquire, or understandings or
arrangements to which such Shareholder is a party relating to the Shares held by
such Shareholder, other than this Agreement.

<PAGE>
                                                                               3


          (h) The Shares indicated below such Shareholder's name on the
signature page hereof represent all of the shares of Company Common Stock
beneficially owned (within the meaning of Rule 13d-3 under the Exchange Act) by
such Shareholder.

          (i) Such Shareholder understands and acknowledges that Parent and
Merger Sub are entering into the Merger Agreement in reliance on such
Shareholder's execution and delivery of this Agreement.

          SECTION 2. AGREEMENT TO VOTE; PROXY.

          (a) Each Shareholder agrees with, and covenants to, Parent and Merger
Sub as follows:

                    (i) At any meeting of shareholders of the Company called to
vote upon the Merger, the Merger Agreement or the other transactions
contemplated by the Merger Agreement or at which a vote, consent or other
approval with respect to the Merger, the Merger Agreement or the other
transactions contemplated by the Merger Agreement is sought, such Shareholder
shall vote (or cause to be voted) or shall consent, execute a consent or cause
to be executed a consent in respect of the Shares held by such Shareholder in
favor of the Merger, the execution and delivery by the Company of the Merger
Agreement and the approval of the terms thereof and each of the other
transactions contemplated by the Merger Agreement.

                    (ii) At any meeting of shareholders of the Company or at any
adjournment thereof or in any other circumstances upon which their vote, consent
or other approval is sought, such Shareholder shall vote (or cause to be voted)
the Shares held by such Shareholder against (A) any Acquisition Proposal or (B)
any amendment of the Company's Certificate of Incorporation or By-laws which
amendment would in any manner prevent or materially impede, interfere with or
delay the Merger, the Merger Agreement or any of the other transactions
contemplated by the Merger Agreement.

          (b) Each Shareholder hereby grants to, and appoints, Beverly Chell and
Charles McCurdy and any other individual who is designated by Parent, until the
termination of this Agreement pursuant to Section 12, an irrevocable proxy,
coupled with an interest, and attorney-in-fact (with full power of
substitution), for and in the name, place and stead of such Shareholder, with
respect to the Shares held by such Shareholder, to vote the Shares held by such
Shareholder, or grant or execute a consent or approval, in complete discretion
of Parent or Merger Sub, a the case may be, at any meeting of shareholders of
the Company or at any adjournment thereof or in any other circumstances upon
which their vote, consent or other approval is sought in accordance with
paragraph (a) of this Section 2. Each Shareholder will take such further action
and execute such other instruments as may be necessary to effect the intent of
this proxy, and hereby revokes any proxy previously granted by it with respect
to the Shares held by it. Each Shareholder agrees that this Agreement, including
the provisions of this Section 2 will be recorded in the books and records of
the Company. Notwithstanding the foregoing, nothing in this Agreement shall
limit or affect any Shareholder's ability to vote in his, her or its sole
discretion on, and no Shareholder shall grant or be deemed to grant any proxy or
power-of-attorney with respect to, any matter other than those matters
specifically referred to in Section 2(a) above.

          SECTION 3. DISPOSITION OF SHARES. No Shareholder shall, without the
prior written consent of Parent, directly or indirectly, during the term of this
Agreement (i) grant or

<PAGE>
                                                                               4


enter into any Lien, power of attorney or other agreement or arrangement with
respect to the voting of the Shares held by it, (ii) except by operation of the
laws of inheritance, sell, assign, transfer, encumber or otherwise dispose of,
or enter into any contract, option or other arrangement or understanding with
respect to the direct or indirect sale, assignment, transfer, encumbrance or
other disposition of any of the Shares held by it or (iii) take any other action
that would in any way restrict, limit or interfere with performance of its
obligations hereunder or the transactions contemplated hereby. Each Shareholder
hereby irrevocably waives any rights of appraisal or rights to dissent from the
Merger that such Shareholder may have. Each Shareholder agrees, and shall use
reasonable efforts to cause its affiliates to agree, to exercise any rights that
such Shareholder or any of such affiliates may have to cause any shareholders of
the Company, to vote any shares held by such shareholder in favor of the Merger
and to waive any rights of appraisal or rights of dissent from the Merger that
such shareholder may have. Any purported transfer in violation of the foregoing
shall be null and void.

          SECTION 4. NO SOLICITATIONS. Subject to Section 16 below, each
Shareholder and its affiliates (other than the Company and its subsidiaries)
will immediately cease any existing discussions or negotiations with any third
parties conducted on or prior to the date hereof with respect to any Acquisition
Proposal. Each Shareholder agrees that it will not, and will use its best
efforts to cause such affiliates not to, directly or indirectly, solicit,
initiate, encourage or take any other action to facilitate any inquiries or
proposals with respect to, or that could reasonably be expected to lead to, an
Acquisition Proposal or engage in negotiations or discussions concerning, or
provide any confidential information relating to, any Acquisition Proposal. Each
Shareholder agrees that it and any of such affiliates will promptly advise
Parent of, and communicate to Parent the terms of, any such inquiry or proposal
it or any of such affiliates may receive, and will promptly advise Parent if it
or any of such affiliates provides any such information to any such person.

          SECTION 5. GOVERNING LAW. This Agreement shall be governed by the laws
of the State of New York.

          SECTION 6. NOTICES. Notices and other communications under this
Agreement shall be in writing and shall be deemed given as set forth in Section
8.2 of the Merger Agreement, except that each Shareholder shall receive such
notices at the address set forth below such Shareholder's name on the signature
page hereof.

          SECTION 7. ENTIRE AGREEMENT; AMENDMENTS. This Agreement constitutes
the entire understanding of the parties with respect to the subject matter
hereof. There are no restrictions, agreements, promises, warranties, covenants
or undertakings with respect to the subject matter hereof other than those
expressly set forth herein. This Agreement supersedes all prior agreements and
understandings between the parties with respect to its subject matter and is not
intended to confer upon any person other than the parties hereto any rights or
remedies hereunder. This Agreement may be amended only by a written instrument
duly executed by Parent, Merger Sub and the Shareholders.

          SECTION 8. ASSIGNMENT. Notwithstanding any other provision of this
Agreement, this Agreement shall not be assignable by any party hereto except by
Parent or Merger Sub to any direct or indirect wholly owned subsidiary of
Parent. Subject to the preceding sentence, this Agreement will be binding upon,
inure to the benefit of and be enforceable against, (i) as to each Shareholder,
such Shareholder and such Shareholder's beneficiaries and representatives, and
(ii) Parent and Merger Sub and their successors and permitted assigns. Each
Shareholder agrees that this Agreement and the obligations of such

<PAGE>
                                                                               5


Shareholder hereunder shall attach to such Shareholder's Shares and shall be
binding upon any person or entity to which legal or beneficial ownership of such
Shares shall pass, by the laws of inheritance.

          SECTION 9. SEVERABILITY. The provisions of this Agreement shall be
deemed severable and the invalidity or unenforceability of any provision shall
not affect the validity and enforceability of the other provisions hereof. If
any provision of this Agreement, or the application thereof to any person or
entity or any circumstance, is invalid or unenforceable, (a) a suitable and
equitable provision shall be substituted therefor in order to carry out, so far
as may be valid and unenforceable, the intent and purpose of such invalid and
unenforceable provision and (b) the remainder of this Agreement and the
application of such provision to other persons, entities or circumstances shall
not be affected by such invalidity or unenforceability, nor shall such
invalidity and unenforceability affect the validity or enforceability of such
provision, or the application thereof, in any other jurisdiction.

          SECTION 10. STOP TRANSFER ORDER. In furtherance of this Agreement,
concurrently herewith each Shareholder shall and hereby does authorize Parent
and Merger Sub to notify the Company's transfer agent that there is a stop
transfer order with respect to all of the Shares subject to the terms of this
Agreement (and that this Agreement places limits on the voting and transfer of
the Shares). Each Shareholder further agrees to cause the Company not to
register the transfer of any certificate representing any of such Shareholder's
Shares unless such transfer is made in accordance with the terms of this
Agreement.

          SECTION 11. FURTHER ACTION. From time to time, at the request of
Parent or Merger Sub and without further consideration, each Shareholder shall
execute and deliver to Parent and Merger Sub such documents and take such action
as Parent or Merger Sub may reasonably request in order to consummate the
transactions contemplated hereby.

          SECTION 12. TERMINATION. This Agreement shall terminate and be of no
further force and effect upon the earlier to occur of (a) the Effective Time and
(b) upon the termination of the Merger Agreement pursuant to its terms.

          SECTION 13. COUNTERPARTS. This Agreement may be executed in one or
more counterparts, all of which shall be considered one and the same agreement,
and shall become effective when one or more of the counterparts have been signed
by each of the parties and delivered to the other parties, it being understood
that all parties need not sign the same counterpart.

          SECTION 14. SPECIFIC PERFORMANCE. The Shareholders, Parent and Merger
Sub acknowledge that this Agreement and the Shares are unique and that no party
will have an adequate remedy at law if any other party breaches any covenant
herein or fails to perform its obligations hereunder. Accordingly, the
Shareholders, Parent and Merger Sub agree that the others shall have the right,
in addition to any other rights which it may have, to specific performance and
equitable injunctive relief if any party shall fail or threaten to fail to
perform any of its obligations under this Agreement.

          SECTION 15. EXPENSES. All costs and expenses incurred in connection
with this Agreement and the transactions contemplated hereby shall be paid by
the party incurring such cost or expense.

<PAGE>
                                                                               6


          SECTION 16. SHAREHOLDER CAPACITY. Each Shareholder signs solely in its
capacity as the record holder and beneficial owner of the Shares and nothing
herein shall limit or affect any actions taken or to be taken by any officer,
director or financial advisor of the Company or its subsidiaries in his, her or
its capacity as an officer, director or financial advisor of the Company,
including, without limitation, any actions permitted by the Merger Agreement.

          SECTION 17. NO WAIVER. No failure or delay by Parent or Merger Sub to
assert any of its rights under this Agreement or otherwise shall constitute a
waiver of such rights. No single or partial exercise of any right, remedy, power
or privilege hereunder shall preclude any other or further exercise thereof or
the exercise of any other right, remedy, power or privilege. Any waiver shall be
effective only in the specific instance and for the specific purpose for which
given and shall not constitute a waiver to any subsequent or other exercise of
any right, remedy, power or privilege hereunder.

          SECTION 18. SUBMISSION TO JURISDICTION. Each of the parties hereto
irrevocably agrees that any legal action or proceeding with respect to this
Agreement or for recognition and enforcement of any judgment in respect hereof
brought by any other party hereto or its successors or assigns may be brought
and determined in the courts of the State of New York, and each party hereto
hereby irrevocably submits with regard to any such action or proceeding for
itself and with respect to its property, generally and unconditionally, to the
nonexclusive jurisdiction of the aforesaid courts. Each of the parties hereto
hereby irrevocably waives, and agrees not to assert, by way of motion, as a
defense, counterclaim or otherwise, in any action or proceeding with respect to
this Agreement, (a) any claim that it is not personally subject to the
jurisdiction of the above-named courts for any reason other than the failure to
lawfully serve process, (b) that it or its property is exempt or immune from
jurisdiction of any such court or from any legal process commenced in such
courts (whether through service of notice, attachment prior to judgment,
attachment in aid of execution of judgment, execution of judgment or otherwise),
and (c) to the fullest extent permitted by applicable law, that (i) the suit,
action or proceeding in any such court is brought in an inconvenient forum, (ii)
the venue of such suit, action or proceeding is improper and (iii) this
Agreement, or the subject matter hereof, may not be enforced in or by such
courts.

          SECTION 19. WAIVER OF JURY TRIAL. Each party hereto hereby irrevocably
and unconditionally waives any rights to a trial by jury in any legal action or
proceeding in relation to this Agreement and for any counterclaim therein.

          SECTION 20. INTERPRETATION. The parties hereto agree that in
interpreting this Agreement there shall be no inferences against the drafting
party.

<PAGE>
                                                                               7


          IN WITNESS WHEREOF, each of the parties hereto has caused this
Agreement to be executed on its behalf by its representatives thereunto duly
authorized, all as of the day and year first above written.

                                  PRIMEDIA INC.

                                  By: /s/ Beverly C. Chell
                                      ----------------------------------
                                      Name: Beverly C. Chell
                                      Title: Vice Chairman


                                  ABRACADABRA ACQUISITION CORPORATION


                                  By: /s/ Beverly C. Chell
                                      ----------------------------------
                                      Name: Beverly C. Chell
                                      Title: Vice Chairman


                                  /s/ Scott Kurnit
                                  --------------------------------------
                                  Name: Scott Kurnit
                                  Address:
                                  Shares Beneficially Held: 1,302,097
                                  Options Held: 128,643

                                  /s/ William C. Day
                                  --------------------------------------
                                  Name: William C. Day
                                  Address:
                                  Shares Beneficially Held: 72,780
                                  Options Held: 208,531

                                  /s/ Kristopher A. Wood
                                  --------------------------------------
                                  Name: Kristopher A. Wood
                                  Address:
                                  Shares Beneficially Held: 7,197
                                  Options Held: 0

                                  /s/ Ronald Unterman
                                  --------------------------------------
                                  Name:Ronald Unterman
                                  Address:
                                  Shares Beneficially Held: 14,800
                                  Options Held: 0

                                  /s/ Stanley L. Fung
                                  --------------------------------------
                                  Name:Stanley L. Fung
                                  Address:
                                  Shares Beneficially Held: 25,214
                                  Options Held: 20,000


<PAGE>
                                                                               8


                                  /s/ Frank J. Biondi, Jr.
                                  --------------------------------------
                                  Name: Frank J. Biondi, Jr.
                                  Address:
                                  Shares Beneficially Held: 1,000
                                  Options Held: 17,800

</TEXT>
</DOCUMENT>
<DOCUMENT>
<TYPE>EX-99.4
<SEQUENCE>4
<FILENAME>a2029954zex-99_4.txt
<DESCRIPTION>EXHIBIT 99.4
<TEXT>

<PAGE>
                                                                       Exhibit 4

                                    AGREEMENT

          AGREEMENT (this "Agreement"), dated as of the 29th day of October,
2000 between About.com, Inc. ("About") and PRIMEDIA Inc. on behalf of itself and
its wholly owned subsidiaries (collectively, "PRIMEDIA").

          WHEREAS, About owns and operates About.com, a platform comprised of a
network of more than 800 targeted, topic-specific web sites;

          WHEREAS, PRIMEDIA is an integrated media company which owns and
operates a variety of print, video, Internet products and live event products in
the consumer, enthusiast and business-to-business markets;

          WHEREAS, About wishes to use, and PRIMEDIA is willing to provide,
advertising and promotional services through December 31, 2001 with a total
value of $14,400,000 as provided herein and in accordance with the terms hereof;
and

          WHEREAS, the parties desire that in consideration for the advertising
and promotional services to be provided hereunder, About shall issue to PRIMEDIA
403,361 shares of About common stock (the "About Stock").

          NOW, THEREFORE in consideration of the premises and the respective
representations, warranties, covenants and agreements contained herein, and for
good and valuable consideration, the receipt and sufficiency of which is hereby
acknowledged, the parties hereto hereby agree as follows:

1.        PROMOTIONAL SERVICES COMMITMENT.

          1.1. Definitions. For purposes of this Agreement, the following
definitions shall apply:

          (a) "Print Advertising" shall mean print advertising space in
PRIMEDIA's consumer, enthusiast and business-to-business publications (the
"Publications").

          (b) "Web Advertising" shall mean advertisements on and sponsorships,
links and other promotions related to PRIMEDIA's consumer, enthusiast and
business-to-business web sites.

          (c) "Channel One Advertising" shall mean on-air advertising on
PRIMEDIA's Channel One Network.

          (d) "Advertising" shall mean Print Advertising, Web Advertising and
Channel One Advertising.

          (e) "Subscriber List Rentals" shall mean the renting by About of a
subscriber, user or customer list from PRIMEDIA.

<PAGE>

          (f) "Supplemental Promotions" shall mean the publication, insertion
and distribution of promotional inserts or brochures in connection with the
publication of any Publication.

          (g) "Market Solutions" shall mean integrated promotional and marketing
packages incorporating Advertising, sponsorships, co-branding opportunities and
other promotional devices within or across PRIMEDIA editorial focus areas (e.g.,
teens, babies, automobiles).

          (h) "Trade Show Opportunities" shall mean sponsorships and booth
rentals at PRIMEDIA trade shows.

          (i) "Promotional Services" shall mean Advertising, Subscriber List
Rentals, Supplemental Promotions, Market Solutions and Trade Show Opportunities
and other forms of print and on-line promotions, sponsorships and links.

     1.2. PROMOTIONAL SERVICES COMMITMENT.

          (a) ANNUAL COMMITMENT. Subject to the provisions herein, beginning on
the date hereof and continuing through December 31, 2001 (the "Term"), About
agrees to purchase and PRIMEDIA agrees to sell and make available to About an
aggregate of $14,400,000 million of Promotional Services (the "Commitment").
About shall use its reasonable best efforts to use $3 million of the Commitment
in calendar year 2000 and $5 million in the first quarter of calendar year 2001.
About shall use the Promotional Services to promote and advertise its own
products and services and shall not rent, resell or otherwise transfer to any
third party any portion of the Promotional Services

          (b) ACQUISITIONS/DIVESTITURES. About acknowledges that from time to
time certain of PRIMEDIA's subsidiaries and/or Publications may be sold and/or
new publications or promotional vehicles purchased. Any such changes in PRIMEDIA
shall be cause for renegotiation of the terms of this Agreement only in the
event that they materially alter the Promotional Services available to About
hereunder.

     1.3. TERMS. About's requests for any of the Aggregate Promotional Services
shall be subject to the regular policies and practices of PRIMEDIA in the
ordinary course of business including, without limitation, with respect to
placement, space availability and deadlines for providing creative materials.
All Advertising placed by About hereunder and all promotional materials
distributed by About to any party on any subscriber list from a Subscriber List
Rental shall be acceptable to PRIMEDIA in its reasonable discretion consistent
with its regular practices and policies applicable to other advertisers and
clients. PRIMEDIA reserves the right to reject any Advertising or request for
Subscriber List Rentals that do not comply with the foregoing.

     1.4. PRICE. About shall be charged for all Promotional Services at a "most
favored nation" rate offered to its largest advertisers for the relevant
PRIMEDIA entity. With respect to Promotional Services for which there are no
other regular users, the parties agree to negotiate pricing in good faith
consistent with the most favored nation philosophy rates. Except


                                       2
<PAGE>

as expressly set forth herein, PRIMEDIA is not responsible for any expenses or
fees relating to the Advertisements including without limitation any agency
commissions or fees.

          1.5. COMMON STOCK ISSUANCE. In consideration for the Promotional
Services to be provided hereunder, About shall issue to PRIMEDIA 403,361 shares
of common stock of About, par value $.001 per share on the date hereof with an
aggregate value equal to $1,400,000 (the "Common Stock"). The Common Stock shall
be issued to PRIMEDIA within five (5) business days of this Agreement. The
Common Stock shall be duly authorized, validly issued and non-assessable. Within
five (5) business days of the date of this Agreement, About shall execute a
customary registration rights agreement in a form reasonably satisfactory to
About and PRIMEDIA providing PRIMEDIA with piggyback rights for the Vested
Portion of the Common Stock (including standard cut-backs) except in respect of
registration on Form S-8 or registrations for issuing stock in the context of an
acquisition.

     2. TERMINATION. (a) This Agreement may be terminated by PRIMEDIA upon
notice to About after termination of the Agreement and Plan of Merger between
the parties hereto of even date herewith (the "Merger Agreement") as a result of
the failure of the condition in Section 6.3(b). This Agreement may be terminated
by About upon notice to PRIMEDIA after termination of the Merger Agreement as a
result of the failure of the condition in Section 6.2(c). In the event of a
termination of this Agreement under this Section, PRIMEDIA shall return to About
such portion of the Common Stock free and clear of all liens, encumbrances and
restrictions which relates to Promotional Services not provided as of such
termination.

          (b) Upon a material breach of this Agreement, the non-breaching party
shall send a notice of such breach to the breaching party. The breaching party
shall have 10 days to cure such breach. In the absence of cure, this Agreement
may be terminated by the non-breaching party. If the breaching party is
PRIMEDIA, it shall return the Unvested Shares. The "Unvested Shares" shall equal
403,361 shares minus the Vested Shares. The "Vested Shares" shall equal 403,361
shares multiplied by a fraction, the numerator of which is the number of months
that have elapsed prior to the termination hereunder and the denominator of
which is 14. Notwithstanding anything to the contrary in the foregoing, all
shares of Common Stock shall be deemed "Vested Shares" (i) upon a Change of
Control or (ii) if this Agreement is terminated as a result of a material breach
by About. A "Change of Control" means an event the result of which is that a
person or group acquires (X) at least 50% of the outstanding common stock of
About or (Y) all or substantially all of its assets.

     3. REPRESENTATIONS AND WARRANTIES OF ABOUT.

     3.1. ORGANIZATION AND AUTHORITY OF ABOUT. About (i) is a corporation duly
organized and in good standing under the laws of the State of Delaware and (ii)
has all the requisite power and authority to own or lease its assets and to
carry on its business. About has full power and authority to carry out the
transactions contemplated by this Agreement.

     3.2. AUTHORIZATION OF AGREEMENT. The execution, delivery and performance by
About of this Agreement and the consummation by About of the transactions
contemplated hereby, have been duly authorized by all necessary action of About.
This Agreement has been duly executed and delivered by About and constitute
legal, valid and binding obligations of


                                       3
<PAGE>

About, enforceable in accordance with its respective terms (except insofar as
enforceability may be limited by applicable bankruptcy, insolvency,
reorganization, moratorium or similar laws affecting creditor's rights generally
or by principles governing the availability of equitable remedies).

     3.3. NO CONFLICTS. Neither the execution, delivery or performance of this
Agreement, nor the consummation by About of the transactions contemplated
hereby, nor compliance by About with the terms and provisions hereof, will (i)
conflict with About's Certificate of Incorporation (ii) conflict with, or result
in the breach or termination of, or constitute a default (or with notice or
lapse of time or both, constitute a default) under or result in the termination
or suspension of, or accelerate the performance required by any of the terms,
conditions or provisions of, any note, bond, mortgage, indenture, license,
lease, agreement, commitment or other instrument to which About is a party or by
which any of its assets is bound except any such conflict which would not result
in a Material Adverse Effect (as defined in the Merger Agreement); (iii)
constitute a violation by About of any law or statute or any judgment, ruling,
order, writ injunction, decree, rule or regulation of any court or governmental
authority applicable to About except to the extent it does not constitute a
Material Adverse Effect; or (iv) result in the creation of any mortgage, pledge,
security interest, claim, lien, charge or encumbrance of any kind ("Lien") upon
any of the assets of About except to the extent it does not constitute a
Material Adverse Effect.

     4. REPRESENTATIONS AND WARRANTIES OF PRIMEDIA.

     4.1. ORGANIZATION OF PRIMEDIA. PRIMEDIA is a corporation duly organized,
validly existing and in good standing under the laws of the state of Delaware.
PRIMEDIA has the full power and authority to enter into this Agreement and to
carry out the transactions contemplated hereby.

     4.2. AUTHORIZATION OF AGREEMENT. The execution, delivery and performance by
PRIMEDIA of this Agreement and the consummation by PRIMEDIA of the transactions
contemplated hereby, have been duly authorized by all necessary action of
PRIMEDIA. This Agreement has been duly executed and delivered by PRIMEDIA and
constitutes the legal, valid and binding obligation of PRIMEDIA, enforceable in
accordance with its terms.

     4.3. NO CONFLICTS. Neither the execution, delivery or performance of this
Agreement, nor the consummation by PRIMEDIA of the transactions contemplated
hereby, nor compliance by PRIMEDIA with the terms and provisions hereof, will
(i) conflict with the Certificate of Incorporation or By-Laws of PRIMEDIA, (ii)
conflict with, or result in the breach or termination of, or constitute a
default (or with notice or lapse of time or both, constitute a default) under or
result in the termination or suspension of, or accelerate the performance
required by any of the terms, conditions or provisions of, any note, bond,
mortgage, indenture, license, lease, agreement, commitment or other instrument
to which PRIMEDIA is a party except to the extent it does not constitute a
Parent Material Adverse Effect (as defined in the Purchase Agreement); or (iii)
constitute a violation by PRIMEDIA of any law or statute or any judgment,
ruling, order, writ injunction, decree, rule or regulation of any court or
governmental authority applicable to PRIMEDIA except to the extent it does not
constitute a Parent Material Adverse Effect.


                                       4
<PAGE>

     4.4. PURCHASE NOT FOR DISTRIBUTION. PRIMEDIA hereby represents and warrants
to About that any shares of About Common Stock acquired by PRIMEDIA hereunder
will not be taken with a view to the public distribution thereof and will not be
transferred or otherwise disposed of except in a transaction registered or
exempt from registration under the Securities Act of 1933, as amended.

     5. Miscellaneous.

     5.1. ENTIRE AGREEMENT. This Agreement (together with the Schedules and
Exhibits hereto and the documents referred to herein) contains, and is intended
as, a complete statement of all of the terms of the arrangements between the
parties with respect to the matters provided for herein, and supersedes any
previous agreements and understandings between the parties with respect to those
matters. Section titles and headings are inserted for convenience of reference
only and are not intended to be a part or to affect the meaning or
interpretation hereof.

     5.2. GOVERNING LAW. THIS AGREEMENT SHALL BE GOVERNED BY, AND CONSTRUED AND
ENFORCED IN ACCORDANCE WITH THE LAWS OF THE STATE OF NEW YORK.

     5.3. AMENDMENT; WAIVER. No provision of this Agreement may be amended or
modified except by an instrument or instruments in writing signed by the parties
hereto. Any party may waive compliance by another with any of the provisions of
this Agreement. No waiver of any provision hereof shall be construed as a waiver
of any other provision or subsequent breach. Any waiver must be in writing. The
failure of any party hereto to enforce at any time any provision hereof shall
not be construed to be a waiver of such provision, nor in any way to affect the
validity hereof or any part hereof or the right of any party thereafter to
enforce each and every such provision.

     5.4. NOTICES. All notices and other communications under this Agreement
shall be in writing and shall be deemed given when delivered personally, mailed
by registered mail, return receipt requested, sent by documented overnight
delivery service or, to the extent receipt is confirmed, by telecopy to the
parties at the following addresses (or to such other address as a party may have
specified by notice given to the other party pursuant to this provision):

                  If to About to it at

                           About.com, Inc.
                           1440 Broadway, 19th Floor
                           New York, New York 10018
                           Attention:  Alan Blaustein, Esq.
                           Fax:  (212) 204-1521

                  with a copy to:


                                       5
<PAGE>

                           Brobeck, Phleger & Harrison LLP
                           1633 Broadway, 47th Floor
                           New York, New York 10019
                           Attention:  Eric Simonson, Esq.
                           Fax:  (212) 586-7878

                  with a copy to

                  If to PRIMEDIA, to:

                           PRIMEDIA Inc.
                           745 Fifth Avenue
                           New York, New York 10151
                           Telecopy No.:
                           Confirmation No.:
                           Attention: Mr. Charles McCurdy

                  with a copy to:

                           PRIMEDIA Inc.
                           745 Fifth Avenue
                           New York, New York 10151
                           Telecopy No.:  (212) 745-0131
                           Confirmation No.:  (212) 745-0628
                           Attention: Christopher A. Fraser, Esq.

     5.5. SEPARABILITY. If any provision of this Agreement is held by any court
of competent jurisdiction to be illegal, invalid or unenforceable, such
provision shall be of no force and effect, but the illegality, invalidity or
unenforceability shall have no effect upon and shall not impair the
enforceability of any other provision of this Agreement.

     5.6. ASSIGNMENT AND BINDING EFFECT. None of the parties hereto may assign
any of its rights or delegate any of its duties under this Agreement without the
prior written consent of the others. All of the terms and provisions of this
Agreement shall be binding on, and shall inure to the benefit of, the respective
successors and permitted assigns of the parties.

     5.7. NO BENEFIT TO OTHERS. The representations, warranties, covenants and
agreements contained in this Agreement are for the sole benefit of the parties
hereto and their respective successors and permitted assigns and they shall not
be construed as conferring and are not intended to confer any rights on any
other persons.

     5.8. COUNTERPARTS. This Agreement may be executed in two (2) or more
counterparts, each of which shall be deemed an original, and each party thereto
may become a party hereto by executing a counterpart hereof. This Agreement and
any counterpart so executed shall be deemed to be one and the same instrument.
The exchange (by facsimile) of facsimile copies of executed counterparts of this
Agreement shall be deemed execution and delivery thereof, provided that receipt
of such facsimile is confirmed in writing. Original copies shall follow by
documented overnight delivery.


                                       6
<PAGE>

     5.9. EXPENSES. Each party shall pay all of its respective expenses relating
to the transactions contemplated hereby including, without limitation, the
expenses of its attorneys and financial advisors.

     5.10. INTERPRETATION. The parties hereto agree that in interpreting this
Agreement there shall be no inference against the drafting party.




















                                       7
<PAGE>

     IN WITNESS WHEREOF, the undersigned have executed this Agreement as of the
date first above written.

                                 About.com, Inc.



                                 /s/ Scott Kurnit
                                 ----------------------------
                                 Name: Scott Kurnit
                                 Title: Chairman and Chief Executive Officer





                                 PRIMEDIA Inc.



                                 /s/ Beverly C. Chell
                                 ----------------------------
                                 Name: Beverly C. Chell
                                 Title: Vice Chairman










                                       8
</TEXT>
</DOCUMENT>
<DOCUMENT>
<TYPE>EX-99.5
<SEQUENCE>5
<FILENAME>a2029954zex-99_5.txt
<DESCRIPTION>EXHIBIT 99.5
<TEXT>

<PAGE>
                                                                       Exhibit 5

                                    AGREEMENT

     AGREEMENT (this "Agreement"), dated as of the 29th day of October, 2000
between About.com, Inc. ("About") and PRIMEDIA Inc. on behalf of itself and its
wholly owned subsidiaries (collectively, "PRIMEDIA").

     WHEREAS, About owns and operates About.com, a platform comprised of a
network of more than 800 targeted, topic-specific web sites;

     WHEREAS, PRIMEDIA is an integrated media company which owns and operates a
variety of print, video, Internet products and live event products in the
consumer, enthusiast and business-to-business markets;

     WHEREAS, About wishes to use, and PRIMEDIA is willing to provide,
advertising and promotional services through December 31, 2005 with a total
value of $57,600,000 as provided herein and in accordance with the terms hereof;
and

     WHEREAS, the parties desire that in consideration for the advertising and
promotional services to be provided hereunder, About shall issue to PRIMEDIA
1,613,445 shares of About common stock (the "About Stock").

     NOW, THEREFORE in consideration of the premises and the respective
representations, warranties, covenants and agreements contained herein, and for
good and valuable consideration, the receipt and sufficiency of which is hereby
acknowledged, the parties hereto hereby agree as follows:

     1. PROMOTIONAL SERVICES COMMITMENT.

     1.1. Definitions. For purposes of this Agreement, the following definitions
shall apply:

          (a) "Print Advertising" shall mean print advertising space in
PRIMEDIA's consumer, enthusiast and business-to-business publications (the
"Publications").

          (b) "Web Advertising" shall mean advertisements on and sponsorships,
links and other promotions related to PRIMEDIA's consumer, enthusiast and
business-to-business web sites.

          (c) "Channel One Advertising" shall mean on-air advertising on
PRIMEDIA's Channel One Network.

          (d) "Advertising" shall mean Print Advertising, Web Advertising and
Channel One Advertising.

          (e) "Subscriber List Rentals" shall mean the renting by About of a
subscriber, user or customer list from PRIMEDIA.

<PAGE>

          (f) "Supplemental Promotions" shall mean the publication, insertion
and distribution of promotional inserts or brochures in connection with the
publication of any Publication.

          (g) "Market Solutions" shall mean integrated promotional and marketing
packages incorporating Advertising, sponsorships, co-branding opportunities and
other promotional devices within or across PRIMEDIA editorial focus areas (e.g.,
teens, babies, automobiles).

          (h) "Trade Show Opportunities" shall mean sponsorships and booth
rentals at PRIMEDIA trade shows.

          (i) "Promotional Services" shall mean Advertising, Subscriber List
Rentals, Supplemental Promotions, Market Solutions and Trade Show Opportunities
and other forms of print and on-line promotions, sponsorships and links.

     1.2. PROMOTIONAL SERVICES COMMITMENT.

          (a) ANNUAL COMMITMENT. Subject to the provisions herein, beginning on
January 1, 2002 and continuing through December 31, 2005 (the "Term"), About
agrees to purchase and PRIMEDIA agrees to sell and make available to About an
aggregate of $57,600,000 of Promotional Services (the "Commitment"). About shall
use $14,400,000 of such Promotional Services in each of the calendar years 2002
through 2005 (the "Annual Commitment"). About shall use the Promotional Services
to promote and advertise its own products and services and shall not rent,
resell or otherwise transfer to any third party any portion of the Promotional
Services. In the event that About does not meet its Annual Commitment in any
year, up to $2 million of the Annual Commitment may be carried over to the next
year.

          (b) ACQUISITIONS/DIVESTITURES. About acknowledges that from time to
time certain of PRIMEDIA's subsidiaries and/or Publications may be sold and/or
new publications or promotional vehicles purchased. Any such changes in PRIMEDIA
shall be cause for renegotiation of the terms of this Agreement only in the
event that they materially alter the Promotional Services available to About
hereunder.

     1.3. TERMS. About's requests for any of the Aggregate Promotional Services
shall be subject to the regular policies and practices of PRIMEDIA in the
ordinary course of business including, without limitation, with respect to
placement, space availability and deadlines for providing creative materials.
All Advertising placed by About hereunder and all promotional materials
distributed by About to any party on any subscriber list from a Subscriber List
Rental shall be acceptable to PRIMEDIA in its reasonable discretion consistent
with its regular practices and policies applicable to other advertisers and
clients. PRIMEDIA reserves the right to reject any Advertising or request for
Subscriber List Rentals that do not comply with the foregoing.

     1.4. PRICE. About shall be charged for all Promotional Services at a "most
favored nation" rate offered to its largest advertisers for the relevant
PRIMEDIA entity. With respect to Promotional Services for which there are no
other regular users, the parties agree to negotiate pricing in good faith
consistent with the most favored nation rates philosophy. Except


                                       2
<PAGE>

as expressly set forth herein, PRIMEDIA is not responsible for any expenses or
fees relating to the Advertisements including without limitation any agency
commissions or fees.

     1.5. COMMON STOCK ISSUANCE. In consideration for the Promotional Services
to be provided hereunder, About shall issue to PRIMEDIA 1,613,445 shares of
common stock of About, par value $.001 per share with an aggregate value equal
to $57,600,000 (the "Common Stock"). The Common Stock shall be issued to
PRIMEDIA within five (5) business days of the date of which the applicable
waiting period under the Hart-Scott-Rodino Antitrust Improvements Act of 1976 as
amended has expired or been terminated. ("HSR Approval"). The Common Stock shall
be duly authorized, validly issued and non-assessable. Within five (5) business
days of HSR approval, About shall execute a customary registration rights
agreement in a form reasonably satisfactory to About and PRIMEDIA providing
PRIMEDIA with piggyback rights for the Vested Portion of the Common Stock
(including standard cut-backs) except in respect of registration on Form S-8 or
registrations for issuing stock in the context of an acquisition. The parties
shall use their good faith reasonable commercial efforts to obtain promptly HSR
Approval.

     2. TERMINATION. (a) This Agreement may be terminated by PRIMEDIA upon
notice to About after termination of the Agreement and Plan of Merger between
the parties hereto of even date herewith (the "Merger Agreement") as a result of
the failure of the condition in Section 6.3(b). This Agreement may be terminated
by About upon notice to PRIMEDIA after termination of the Merger Agreement as a
result of the failure of the condition in Section 6.2(c). In the event of a
termination of this Agreement under this Section, PRIMEDIA shall return to About
such portion of the Common Stock free and clear of all liens, encumbrances and
restrictions which relates to Promotional Services not provided as of such
termination.

                  (b) A party to this Agreement may terminate this Agreement
upon a material breach of this Agreement by the other party, provided (i) the
non-breaching party sends a notice of such breach to the breaching party, and
(ii) the breaching party fails to cure such breach within 10 days of receipt of
such notice. In the absence of cure, this Agreement may be terminated by the
non-breaching party. If the breaching party is PRIMEDIA, it shall return the
Unvested Shares. The "Unvested Shares" shall equal 1,613,445 shares minus the
Vested Shares. The "Vested Shares" shall equal 1,613,445 shares multiplied by a
fraction, the numerator of which is the number of months that have elapsed prior
to the termination hereunder and the denominator of which is 48. Notwithstanding
anything to the contrary in the foregoing, all shares of Common Stock shall be
deemed "Vested Shares" (A) upon a Change of Control or (B) if this Agreement is
terminated as a result of a material breach by About. A "Change of Control"
means an event the result of which is that a person or group acquires (X) at
least 50% of the outstanding common stock of About or (Y) all or substantially
all of its assets.

     3. REPRESENTATIONS AND WARRANTIES OF ABOUT.

     3.1. ORGANIZATION AND AUTHORITY OF ABOUT. About (i) is a corporation duly
organized and in good standing under the laws of the State of Delaware and (ii)
has all the requisite power and authority to own or lease its assets and to
carry on its business. About has full power and authority to carry out the
transactions contemplated by this Agreement.


                                       3
<PAGE>

     3.2. AUTHORIZATION OF AGREEMENT. The execution, delivery and performance by
About of this Agreement and the consummation by About of the transactions
contemplated hereby have been duly authorized by all necessary action of About.
This Agreement has been duly executed and delivered by About and constitute
legal, valid and binding obligations of About, enforceable in accordance with
its respective terms (except insofar as enforceability may be limited by
applicable bankruptcy, insolvency, reorganization, moratorium or similar laws
affecting creditor's rights generally or by principles governing the
availability of equitable remedies).

     3.3. NO CONFLICTS. Neither the execution, delivery or performance of this
Agreement, nor the consummation by About of the transactions contemplated
hereby, nor compliance by About with the terms and provisions hereof, will (i)
conflict with About's Certificate of Incorporation (ii) conflict with, or result
in the breach or termination of, or constitute a default (or with notice or
lapse of time or both, constitute a default) under or result in the termination
or suspension of, or accelerate the performance required by any of the terms,
conditions or provisions of, any note, bond, mortgage, indenture, license,
lease, agreement, commitment or other instrument to which About is a party or by
which any of its assets is bound except any such conflict which would not result
in a Material Adverse Effect (as defined in the Merger Agreement); (iii)
constitute a violation by About of any law or statute or any judgment, ruling,
order, writ injunction, decree, rule or regulation of any court or governmental
authority applicable to About; or (iv) result in the creation of any mortgage,
pledge, security interest, claim, lien, charge or encumbrance of any kind
("Lien") upon any of the assets of About except to the extent it does not
constitute a Material Adverse Effect.

     4. REPRESENTATIONS AND WARRANTIES OF PRIMEDIA.

     4.1. ORGANIZATION OF PRIMEDIA. PRIMEDIA is a corporation duly organized,
validly existing and in good standing under the laws of the state of Delaware.
PRIMEDIA has the full power and authority to enter into this Agreement and to
carry out the transactions contemplated hereby.

     4.2. AUTHORIZATION OF AGREEMENT. The execution, delivery and performance by
PRIMEDIA of this Agreement and the consummation by PRIMEDIA of the transactions
contemplated hereby, have been duly authorized by all necessary action of
PRIMEDIA. This Agreement has been duly executed and delivered by PRIMEDIA and
constitutes the legal, valid and binding obligation of PRIMEDIA, enforceable in
accordance with its terms.

     4.3. NO CONFLICTS. Neither the execution, delivery or performance of this
Agreement, nor the consummation by PRIMEDIA of the transactions contemplated
hereby, nor compliance by PRIMEDIA with the terms and provisions hereof, will
(i) conflict with the Certificate of Incorporation or By-Laws of PRIMEDIA, (ii)
conflict with, or result in the breach or termination of, or constitute a
default (or with notice or lapse of time or both, constitute a default) under or
result in the termination or suspension of, or accelerate the performance
required by any of the terms, conditions or provisions of, any note, bond,
mortgage, indenture, license, lease, agreement, commitment or other instrument
to which PRIMEDIA is a party, except any such conflict which would not result in
a Parent Material Adverse Effect (as defined in the Merger Agreement); or (iii)
constitute a violation by PRIMEDIA of any law or statute or


                                       4
<PAGE>

any judgment, ruling, order, writ injunction, decree, rule or regulation of any
court or governmental authority applicable to PRIMEDIA except to the extent such
violation would not result in a Parent Material Adverse Effect.

     4.4. PURCHASE NOT FOR DISTRIBUTION. PRIMEDIA hereby represents and warrants
to About that any shares of About Common Stock acquired by PRIMEDIA hereunder
will not be taken with a view to the public distribution thereof and will not be
transferred or otherwise disposed of except in a transaction registered or
exempt from registration under the Securities Act of 1933, as amended.

     5. MISCELLANEOUS.

     5.1. ENTIRE AGREEMENT. This Agreement (together with the Schedules and
Exhibits hereto and the documents referred to herein) contains, and is intended
as, a complete statement of all of the terms of the arrangements between the
parties with respect to the matters provided for herein, and supersedes any
previous agreements and understandings between the parties with respect to those
matters. Section titles and headings are inserted for convenience of reference
only and are not intended to be a part or to affect the meaning or
interpretation hereof.

     5.2. GOVERNING LAW. THIS AGREEMENT SHALL BE GOVERNED BY, AND CONSTRUED AND
ENFORCED IN ACCORDANCE WITH THE LAWS OF THE STATE OF NEW YORK.

     5.3. AMENDMENT; WAIVER. No provision of this Agreement may be amended or
modified except by an instrument or instruments in writing signed by the parties
hereto. Any party may waive compliance by another with any of the provisions of
this Agreement. No waiver of any provision hereof shall be construed as a waiver
of any other provision or subsequent breach. Any waiver must be in writing. The
failure of any party hereto to enforce at any time any provision hereof shall
not be construed to be a waiver of such provision, nor in any way to affect the
validity hereof or any part hereof or the right of any party thereafter to
enforce each and every such provision.

     5.4. NOTICES. All notices and other communications under this Agreement
shall be in writing and shall be deemed given when delivered personally, mailed
by registered mail, return receipt requested, sent by documented overnight
delivery service or, to the extent receipt is confirmed, by telecopy to the
parties at the following addresses (or to such other address as a party may have
specified by notice given to the other party pursuant to this provision):

                  If to About to it at

                           About.com, Inc.
                           1440 Broadway, 19th Floor
                           New York, New York 10018
                           Attention:  Alan Blaustein, Esq.
                           Fax:  (212) 204-1521

                  with a copy to:


                                       5
<PAGE>

                           Brobeck, Phleger & Harrison LLP
                           1633 Broadway, 47th Floor
                           New York, New York 10019
                           Attention:  Eric Simonson, Esq.
                           Fax:  (212) 586-7878

                  with a copy to

                  If to PRIMEDIA, to:

                           PRIMEDIA Inc.
                           745 Fifth Avenue
                           New York, New York 10151
                           Telecopy No.:
                           Confirmation No.:
                           Attention: Mr. Charles McCurdy

                  with a copy to:

                           PRIMEDIA Inc.
                           745 Fifth Avenue
                           New York, New York 10151
                           Telecopy No.:  (212) 745-0131
                           Confirmation No.:  (212) 745-0628
                           Attention: Christopher A. Fraser, Esq.

     5.5. SEPARABILITY. If any provision of this Agreement is held by any court
of competent jurisdiction to be illegal, invalid or unenforceable, such
provision shall be of no force and effect, but the illegality, invalidity or
unenforceability shall have no effect upon and shall not impair the
enforceability of any other provision of this Agreement.

     5.6. ASSIGNMENT AND BINDING EFFECT. None of the parties hereto may assign
any of its rights or delegate any of its duties under this Agreement without the
prior written consent of the others. All of the terms and provisions of this
Agreement shall be binding on, and shall inure to the benefit of, the respective
successors and permitted assigns of the parties.

     5.7. NO BENEFIT TO OTHERS. The representations, warranties, covenants and
agreements contained in this Agreement are for the sole benefit of the parties
hereto and their respective successors and permitted assigns and they shall not
be construed as conferring and are not intended to confer any rights on any
other persons.

     5.8. COUNTERPARTS. This Agreement may be executed in two (2) or more
counterparts, each of which shall be deemed an original, and each party thereto
may become a party hereto by executing a counterpart hereof. This Agreement and
any counterpart so executed shall be deemed to be one and the same instrument.
The exchange (by facsimile) of facsimile copies of executed counterparts of this
Agreement shall be deemed execution and delivery thereof, provided that receipt
of such facsimile is confirmed in writing. Original copies shall follow by
documented overnight delivery.


                                       6
<PAGE>

     5.9. EXPENSES. Each party shall pay all of its respective expenses relating
to the transactions contemplated hereby including, without limitation, the
expenses of its attorneys and financial advisors.

     5.10. INTERPRETATION. The parties hereto agree that in interpreting this
Agreement there shall be no inference against the drafting party.













                                       7
<PAGE>

         IN WITNESS WHEREOF, the undersigned have executed this Agreement as of
the date first above written.

                                About.com, Inc.



                               /s/ Scott Kurnit
                               ----------------------------
                               Name: Scott Kurnit
                               Title: Chairman and Chief Executive Officer





                               PRIMEDIA Inc.



                               /s/ Beverly C. Chell
                               ----------------------------
                               Name: Beverly C. Chell
                               Title: Vice Chairman







                                       8
</TEXT>
</DOCUMENT>
</SUBMISSION>
