Now that About.com has been sold, let's go back in Internet history and remember the real gem that was once part of About.com - Sprinks.

Sprinks was About.com's version of Google's "Ad-Sense." In other words it was About's revenue tool for selling key search words.

I am not aware if Sprink's revenues were ever reported, but there is no doubt it was a thriving business. Google purchased Sprinks from About.com in November of 2003.

Let's speculate? I would guess that Primedia sold Sprinks to pick up significant cash to help boost About.com's standing and also to bank some of the loot (they should have taken Google stock -perhaps they did?).

My second guess is that Sprinks along with About.com would have brought Primedia much more money today than they got by selling the two seperately. Sprinks was sold right before the really big boom in keyword spending had blasted off. Perhaps Primedia could also have spun out Sprinks into an IPO.

It is always fun to speculate with 20/20 hindsight!