The Balance is an American

website A website (also written as a web site) is any web page whose content is identified by a common domain name and is published on at least one web server. Websites are typically dedicated to a particular topic or purpose, such as news, educatio ...

focused on simplifying

personal finance Personal finance is the financial management that an individual or a family unit performs to budget, save, and spend monetary resources in a controlled manner, taking into account various financial risks and future life events. When planni ...

topics and news. Headquartered in

New York City New York, often called New York City (NYC), is the most populous city in the United States, located at the southern tip of New York State on one of the world's largest natural harbors. The city comprises five boroughs, each coextensive w ...

, The Balance is part of the

Dotdash Meredith Dotdash Meredith (formerly The Mining Company, About.com and Dotdash) is an American digital media company based in New York City. The company publishes online articles and videos about various subjects across categories including health, hom ...

family of websites. The Balance currently reaches 19 million unique viewers in the US each month.

History

The Balance grew out of the financial content written for the website About.com, which was launched in 1996. The site was re-launched as a stand-alone personal finance vertical with updated content from About.com, as well as new content, on September 6, 2016. The site was the second of five vertical sites launched from the content that had comprised About.com by Dotdash, the rebranded About.com entity.

Website

While Dotdash launched all of its brands with a graphics-heavy design scheme, The Balance's is more restrained to "reflect the weightiness of the topic", according to Dotdash CEO Neil Vogel. At launch, The Balance featured more than 34,000 pieces of content written by 70 contributors. The site is written with a tone designed to appeal to

millennials Millennials, also known as Generation Y or Gen Y, are the demographic cohort following Generation X and preceding Generation Z. Researchers and popular media use the early 1980s as starting birth years and the mid-1990s to early 2000s a ...

and younger generations, though it covers financial topics that are relevant to readers of all ages. It was created to serve what CEO Neil Vogel referred to as an underserved market: the average consumer. The Balance seeks to explain difficult personal finance topics in simple terms. As of its launch, the readership of The Balance was 60% women and approximately 50% millennials. The site won the 2019 Communicator Award of Excellence for the Best Financial Services Site. Its general manager, Lauren Silbert, was named a winner of the 2019 Top Women in Media by

Folio The term "folio" () has three interconnected but distinct meanings in the world of books and printing: first, it is a term for a common method of arranging Paper size, sheets of paper into book form, folding the sheet only once, and a term for ...

magazine and a 2020 HERo Future Female Leader by

Yahoo! Finance Yahoo Finance is a media property that is part of the Yahoo network. It provides financial news, data and commentary including stock quotes, press releases, financial reports, and original content. It also offers online tools for personal fin ...

Traffic and revenue

The Balance had a readership of 6.5 million unique users when it launched in 2016, which grew to over 17 million by October 2017. As of August 2020, The Balance was ranked #2 of financial news sites and reached 19 million unique US viewers. The Balance is supported through display and performance-based advertising. At the time of its launch, Dotdash reduced the number of ads on its sites, including The Balance, by 35%, betting that "fewer, better ads will attract a larger audience."

References

External links

* {{DEFAULTSORT:Balance, The Finance websites Internet properties established in 2016 IAC Inc.