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SAN FRANCISCO — has changed its business, so why not change its name?

Although a few undisclosed company names remain in the hopper for the April reveal, the change will reflect the website's year-long pivot from general-interest to expert-authored content.

"We had a hard time defining ourselves," admits company CEO Neil Vogel, who calls About's metamorphosis a "happy accident."

The 250-person company, based in New York, has shifted its energies and focus into five categories: health, finance, tech, home and travel. The specialized content reflects the heightened interests of consumers and advertisers, and has vastly improved About's online traffic, says Vogel.

The proof is in the numbers: Traffic for Very Well, its health-based site is up more than 50% since it launched in April 2016; the online audience for The Balance, on finance, has improved 65% since its summer 2016 debut; and traffic for Life Wire, on tech, has soared 65% to 70% since its October 2016 launch.

The last two categories for home and travel are expected this year.

"It's content, based on people's interests and needs," Vogel says. "That simple."

Follow USA TODAY San Francisco Bureau Chief Jon Swartz @jswartz on Twitter.