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                                                                  Exhibit 10.2



                      AMENDED AND RESTATED ABOUT.COM, INC.
                        1999 EMPLOYEE STOCK PURCHASE PLAN
                        ---------------------------------

                            (As of February 20, 2001)

         I.       PURPOSE OF THE PLAN

                  This 1999 Employee Stock Purchase Plan is intended to promote
the interests of About.com, Inc., a Delaware corporation, by providing eligible
employees with the opportunity to acquire a proprietary interest in the
Corporation through participation in a payroll-deduction based employee stock
purchase plan designed to qualify under Section 423 of the Code.

                  Capitalized terms herein shall have the meanings assigned to
such terms in the attached Appendix.

         II.      ADMINISTRATION OF THE PLAN

                  The Plan Administrator shall have full authority to interpret
and construe any provision of the Plan and to adopt such rules and regulations
for administering the Plan as it may deem necessary in order to comply with the
requirements of Section 423 of the Code. Decisions of the Plan Administrator
shall be final and binding on all parties having an interest in the Plan.

         III.     STOCK SUBJECT TO PLAN

                  A. The stock purchasable under the Plan shall be shares of
authorized but unissued or reacquired Common Stock, including shares of Common
Stock purchased on the open market. The maximum number of shares of Common Stock
which may be issued over the term of the Plan shall not exceed One Hundred
Twenty-Five Thousand (125,000) shares. If the Primedia Transaction is
consummated, then the maximum number of shares of Common Stock which may be
issued over the term of the Plan shall not exceed Two Hundred Ninety-Two
Thousand Six Hundred Twelve (292,612) shares.

                  B. Should any change be made to the Common Stock by reason of
any stock split, stock dividend, recapitalization, combination of shares,
exchange of shares or other change affecting the outstanding Common Stock as a
class without the Corporation's receipt of consideration, appropriate
adjustments shall be made to (i) the maximum number and class of securities
issuable under the Plan, (ii) the maximum number and class of securities
purchasable per Participant on any one Purchase Date and (iii) the number and
class of securities and the price per share in effect under each outstanding
purchase right in order to prevent the dilution or enlargement of benefits
thereunder.

         IV.      OFFERING PERIODS

                  A. Shares of Common Stock shall be offered for purchase under
the Plan through a series of successive offering periods until such time as (i)
the maximum number of

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shares of Common Stock available for issuance under the Plan shall have been
purchased or (ii) the Plan shall have been sooner terminated.

                  B. Each offering period shall be of such duration (not to
exceed twenty-four (24) months) as determined by the Plan Administrator prior to
the start date of such offering period. However, except as otherwise provided
herein, the initial offering period shall commence at the Effective Time and
terminate on the last business day in April 2001. Subsequent offering periods
shall commence as designated by the Plan Administrator.

                  C. Each offering period shall be comprised of a series of one
or more successive Purchase Intervals. Purchase Intervals shall run from the
first business day in May each year to the last business day in October of the
same year and from the first business day in November each year to the last
business day in April of the following year; provided, however, that the first
Purchase Interval in effect under the initial offering period shall commence at
the Effective Time and terminate on the last business day in October 1999; and
provided, further, that in the event the Primedia Transaction is approved by the
stockholders of the Corporation on or prior to February 21, 2001, the offering
period and the Purchase Interval in effect at the time of such stockholder
approval shall terminate on the close of business three days after such
approval, and thereafter, a new offering period (the "Special Offering Period")
shall commence on the fourth business day after such approval and, except as
provided in the next succeeding sentence, such Special Offering Period shall end
on the last business day in October 2002. If the Primedia Transaction is
consummated following stockholder approval thereof as contemplated in the
preceding sentence, the Special Offering Period and the sole Purchase Interval
for such Special Offering Period shall terminate on the last business day in
June 2001; if the Primedia Transaction is approved by stockholders as
contemplated in the preceding sentence, but is not consummated as contemplated
thereby, the first Purchase Interval of the Special Offering Period shall end on
the last business day in April 2001 and a new Purchase Interval shall commence
on the first business day in May 2001.

                  D. Should the Fair Market Value per share of Common Stock on
any Purchase Date within an offering period be less than the Fair Market Value
per share of Common Stock on the start date of that offering period, then that
offering period shall automatically terminate immediately after the purchase of
shares of Common Stock on such Purchase Date, and a new offering period shall
commence on the next business day following such Purchase Date. The new offering
period shall have a duration of twenty (24) months, unless a shorter duration is
established by the Plan Administrator within five (5) business days following
the start date of that offering period.

                  E. Notwithstanding anything to the contrary herein, should the
total number of shares of Common Stock to be purchased on any particular date
exceed the number of shares then available for issuance under the Plan, then the
Plan Administrator shall have the right to terminate the offering period during
which such purchase occurs and to determine when a new offering period shall
commence.

         V.       ELIGIBILITY


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                  A. Each individual who is an Eligible Employee on the start
date of the initial offering period under the Plan may enter that offering
period on such start date or on any subsequent Semi-Annual Entry Date within
that offering period, provided he or she remains an Eligible Employee.

                  B. Each individual who is an Eligible Employee on the start
date of any subsequent offering period under the Plan may enter that offering
period on such start date or on any subsequent Semi-Annual Entry Date within
that offering period, provided in each case that he or she has completed at
least thirty (30) days of continuous employment with the Corporation or a
Corporate Affiliate prior to such date.

                  C. Each individual who first becomes an Eligible Employee
after the start date of an offering period may enter that offering period on any
subsequent Semi-Annual Entry Date within that offering period on which he or she
is an Eligible Employee, provided he or she has completed at least thirty (30)
days of continuous employment with the Corporation or a Corporate Affiliate
prior to such Semi-Annual Entry Date.

                  D. The date an individual enters an offering period shall be
designated his or her Entry Date for purposes of that offering period.

                  E. To participate in the Plan for a particular offering
period, the Eligible Employee must complete the enrollment forms prescribed by
the Plan Administrator (including a stock purchase agreement and a payroll
deduction authorization) and file such forms with the Plan Administrator (or its
designate) on or before his or her scheduled Entry Date.

         VI.      PAYROLL DEDUCTIONS

                  A. The payroll deduction authorized by the Participant for
purposes of acquiring shares of Common Stock during an offering period may be
any multiple of one percent (1%) of the Cash Earnings paid to the Participant
during each Purchase Interval within that offering period, up to a maximum of
fifteen percent (15%). The deduction rate so authorized shall continue in effect
throughout the offering period, except to the extent such rate is changed in
accordance with the following guidelines:

                              (i) The Participant may, at any time during the
         offering period, reduce his or her rate of payroll deduction to become
         effective as soon as possible after filing the appropriate form with
         the Plan Administrator. The Participant may not, however, effect more
         than one (1) such reduction per Purchase Interval.

                             (ii) The Participant may, prior to the commencement
         of any new Purchase Interval within the offering period, increase the
         rate of his or her payroll deduction by filing the appropriate form
         with the Plan Administrator. The new rate (which may not exceed the
         fifteen percent (15%) maximum) shall become effective on the start date
         of the first Purchase Interval following the filing of such form.


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                  B. Payroll deductions shall begin on the first pay day
following the Participant's Entry Date into the offering period and shall
(unless sooner terminated by the Participant) continue through the pay day
ending with or immediately prior to the last day of that offering period. The
amounts so collected shall be credited to the Participant's book account under
the Plan, but no interest shall be paid on the balance from time to time
outstanding in such account. The amounts collected from the Participant shall
not be required to be held in any segregated account or trust fund and may be
commingled with the general assets of the Corporation and used for general
corporate purposes.

                  C. Payroll deductions shall automatically cease upon the
termination of the Participant's purchase right in accordance with the
provisions of the Plan.

                  D. The Participant's acquisition of Common Stock under the
Plan on any Purchase Date shall neither limit nor require the Participant's
acquisition of Common Stock on any subsequent Purchase Date, whether within the
same or a different offering period.

         VII.     PURCHASE RIGHTS

                  A. GRANT OF PURCHASE RIGHT. A Participant shall be granted a
separate purchase right for each offering period in which he or she
participates. The purchase right shall be granted on the Participant's Entry
Date into the offering period and shall provide the Participant with the right
to purchase shares of Common Stock, in a series of successive installments over
the remainder of such offering period, upon the terms set forth below. The
Participant shall execute a stock purchase agreement embodying such terms and
such other provisions (not inconsistent with the Plan) as the Plan Administrator
may deem advisable.

                  Under no circumstances shall purchase rights be granted under
the Plan to any Eligible Employee if such individual would, immediately after
the grant, own (within the meaning of Code Section 424(d)) or hold outstanding
options or other rights to purchase, stock possessing five percent (5%) or more
of the total combined voting power or value of all classes of stock of the
Corporation or any Corporate Affiliate.

                  B. EXERCISE OF THE PURCHASE RIGHT. Each purchase right shall
be automatically exercised in installments on each successive Purchase Date
within the offering period, and shares of Common Stock shall accordingly be
purchased on behalf of each Participant (other than Participants whose payroll
deductions have previously been refunded pursuant to the Termination of Purchase
Right provisions below) on each such Purchase Date. The purchase shall be
effected by applying the Participant's payroll deductions for the Purchase
Interval ending on such Purchase Date to the purchase of whole shares of Common
Stock at the purchase price in effect for the Participant for that Purchase
Date.

                  C. PURCHASE PRICE. The purchase price per share at which
Common Stock will be purchased on the Participant's behalf on each Purchase Date
within the offering period shall be equal to eighty-five percent (85%) of the
LOWER of (i) the Fair Market Value per share of Common Stock on the
Participant's Entry Date into that offering period or (ii) the Fair Market Value
per share of Common Stock on that Purchase Date.



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                  D. NUMBER OF PURCHASABLE SHARES. The number of shares of
Common Stock purchasable by a Participant on each Purchase Date during the
offering period shall be the number of whole shares obtained by dividing the
amount collected from the Participant through payroll deductions during the
Purchase Interval ending with that Purchase Date by the purchase price in effect
for the Participant for that Purchase Date. However, the maximum number of
shares of Common Stock purchasable per Participant on any one Purchase Date
shall not exceed Five Hundred (500) shares, subject to periodic adjustments in
the event of certain changes in the Corporation's capitalization. If the
Primedia Transaction is consummated, then the maximum number of shares of Common
Stock purchasable per Participant on any one Purchase Date shall not exceed One
Thousand One Hundred Seventy (1,170) shares.

                  E. EXCESS PAYROLL DEDUCTIONS. Any payroll deductions not
applied to the purchase of shares of Common Stock on any Purchase Date because
they are not sufficient to purchase a whole share of Common Stock shall be held
for the purchase of Common Stock on the next Purchase Date. However, any payroll
deductions not applied to the purchase of Common Stock by reason of the
limitation on the maximum number of shares purchasable on the Purchase Date
shall be promptly refunded.

                  F. TERMINATION OF PURCHASE RIGHT. The following provisions
shall govern the termination of outstanding purchase rights:

                                (i) A Participant may, at any time prior to the
         next scheduled Purchase Date in the offering period, terminate his or
         her outstanding purchase right by filing the appropriate form with the
         Plan Administrator (or its designate), and no further payroll
         deductions shall be collected from the Participant with respect to the
         terminated purchase right. Any payroll deductions collected during the
         Purchase Interval in which such termination occurs shall, at the
         Participant's election, be immediately refunded or held for the
         purchase of shares on the next Purchase Date. If no such election is
         made at the time such purchase right is terminated, then the payroll
         deductions collected with respect to the terminated right shall be
         refunded as soon as possible.

                               (ii) The termination of such purchase right shall
         be irrevocable, and the Participant may not subsequently rejoin the
         offering period for which the terminated purchase right was granted. In
         order to resume participation in any subsequent offering period, such
         individual must re-enroll in the Plan (by making a timely filing of the
         prescribed enrollment forms) on or before his or her scheduled Entry
         Date into that offering period.

                              (iii) Should the Participant cease to remain  an
         Eligible Employee for any reason (including death, disability or change
         in status) while his or her purchase right remains outstanding, then
         that purchase right shall immediately terminate, and all of the
         Participant's payroll deductions for the Purchase Interval in which the
         purchase right so terminates shall be immediately refunded. However,
         should the Participant cease to remain in active service by reason of
         an approved unpaid leave of absence, then the Participant shall have
         the right, exercisable up until the last business day of the Purchase
         Interval in which



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         such leave commences, to (a) withdraw all the payroll deductions
         collected to date on his or her behalf for that Purchase Interval or
         (b) have such funds held for the purchase of shares on his or her
         behalf on the next scheduled Purchase Date. In no event, however, shall
         any further payroll deductions be collected on the Participant's behalf
         during such leave. Upon the Participant's return to active service (i)
         within ninety (90) days following the commencement of such leave or,
         (ii) prior to the expiration of any longer period for which such
         Participant's right to reemployment with the Corporation is guaranteed
         by either statute or contract, his or her payroll deductions under the
         Plan shall automatically resume at the rate in effect at the time the
         leave began. However, should the Participant's leave of absence exceed
         ninety (90) days and his or her re-employment rights not be guaranteed
         by either statute or contract, then the Participant's status as an
         Eligible Employee will be deemed to terminate on the ninety-first
         (91st) day of that leave, and such Participant's purchase right for the
         offering period in which that leave began shall thereupon terminate. An
         individual who returns to active employment following such a leave
         shall be treated as a new Employee for purposes of the Plan and must,
         in order to resume participation in the Plan, re-enroll in the Plan (by
         making a timely filing of the prescribed enrollment forms) on or before
         his or her scheduled Entry Date into the offering period.

                  G. CORPORATE TRANSACTION. Each outstanding purchase right
shall automatically be exercised, immediately prior to the effective date of any
Corporate Transaction other than the Primedia Transaction, by applying the
payroll deductions of each Participant for the Purchase Interval in which such
Corporate Transaction occurs to the purchase of whole shares of Common Stock at
a purchase price per share equal to eighty-five percent (85%) of the LOWER of
(i) the Fair Market Value per share of Common Stock on the Participant's Entry
Date into the offering period in which such Corporate Transaction occurs or (ii)
the Fair Market Value per share of Common Stock immediately prior to the
effective date of such Corporate Transaction. However, the applicable
limitations on the number of shares of Common Stock purchasable per Participant
and in the aggregate shall continue to apply to any such purchase.

                  The Corporation shall use its best efforts to provide at least
ten (10)-days prior written notice of the occurrence of any Corporate
Transaction, and Participants shall, following the receipt of such notice, have
the right to terminate their outstanding purchase rights prior to the effective
date of the Corporate Transaction.

                  H. PRORATION OF PURCHASE RIGHTS. Should the total number of
shares of Common Stock to be purchased pursuant to outstanding purchase rights
on any particular date exceed the number of shares then available for issuance
under the Plan, the Plan Administrator shall make a pro-rata allocation of the
available shares on a uniform and nondiscriminatory basis, and the payroll
deductions of each Participant, to the extent in excess of the aggregate
purchase price payable for the Common Stock pro-rated to such individual, shall
be refunded.

                  I. ASSIGNABILITY. The purchase right shall be exercisable only
by the Participant and shall not be assignable or transferable by the
Participant.



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                  J. STOCKHOLDER RIGHTS. A Participant shall have no stockholder
rights with respect to the shares subject to his or her outstanding purchase
right until the shares are purchased on the Participant's behalf in accordance
with the provisions of the Plan and the Participant has become a holder of
record of the purchased shares.

         VIII.    ACCRUAL LIMITATIONS

                  A. No Participant shall be entitled to accrue rights to
acquire Common Stock pursuant to any purchase right outstanding under this Plan
if and to the extent such accrual, when aggregated with (i) rights to purchase
Common Stock accrued under any other purchase right granted under this Plan and
(ii) similar rights accrued under other employee stock purchase plans (within
the meaning of Code Section 423) of the Corporation or any Corporate Affiliate,
would otherwise permit such Participant to purchase more than Twenty-Five
Thousand Dollars ($25,000) worth of stock of the Corporation or any Corporate
Affiliate (determined on the basis of the Fair Market Value per share on the
date or dates such rights are granted) for each calendar year such rights are at
any time outstanding.

                  B. For purposes of applying such accrual limitations to the
purchase rights granted under the Plan, the following provisions shall be in
effect:

                                (i) The right to acquire Common Stock under each
         outstanding purchase right shall accrue in a series of installments on
         each successive Purchase Date during the offering period on which such
         right remains outstanding.

                               (ii) No right to acquire Common Stock under any
         outstanding purchase right shall accrue to the extent the Participant
         has already accrued in the same calendar year the right to acquire
         Common Stock under one (1) or more other purchase rights at a rate
         equal to Twenty-Five Thousand Dollars ($25,000) worth of Common Stock
         (determined on the basis of the Fair Market Value per share on the date
         or dates of grant) for each calendar year such rights were at any time
         outstanding.

                  C. If by reason of such accrual limitations, any purchase
right of a Participant does not accrue for a particular Purchase Interval, then
the payroll deductions which the Participant made during that Purchase Interval
with respect to such purchase right shall be promptly refunded.

                  D. In the event there is any conflict between the provisions
of this Article and one or more provisions of the Plan or any instrument issued
thereunder, the provisions of this Article shall be controlling.

         IX.      EFFECTIVE DATE AND TERM OF THE PLAN

                  A. The Plan was adopted by the Board on February 5, 1999 and
shall become effective at the Effective Time, PROVIDED no purchase rights
granted under the Plan shall be exercised, and no shares of Common Stock shall
be issued hereunder, until (i) the Plan shall have been approved by the
stockholders of the Corporation and (ii) the Corporation shall have


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complied with all applicable requirements of the 1933 Act (including the
registration of the shares of Common Stock issuable under the Plan on a Form S-8
registration statement filed with the Securities and Exchange Commission), all
applicable listing requirements of any stock exchange (or the Nasdaq National
Market, if applicable) on which the Common Stock is listed for trading and all
other applicable requirements established by law or regulation. In the event
such stockholder approval is not obtained, or such compliance is not effected,
within twelve (12) months after the date on which the Plan is adopted by the
Board, the Plan shall terminate and have no further force or effect, and all
sums collected from Participants during the initial offering period hereunder
shall be refunded.

                  B. Unless sooner terminated by the Board, the Plan shall
terminate upon the EARLIEST of (i) the last business day in April 2009, (ii) the
date on which all shares available for issuance under the Plan shall have been
sold pursuant to purchase rights exercised under the Plan or (iii) the date on
which all purchase rights are exercised in connection with a Corporate
Transaction other than the Primedia Transaction. No further purchase rights
shall be granted or exercised, and no further payroll deductions shall be
collected, under the Plan following such termination.

         X.       AMENDMENT/TERMINATION OF THE PLAN

                  A. The Board may alter, amend, suspend or terminate the Plan
at any time to become effective immediately following the close of any Purchase
Interval. However, the Plan may be amended or terminated immediately upon Board
action, if and to the extent necessary to assure that the Corporation will not
recognize, for financial reporting purposes, any compensation expense in
connection with the shares of Common Stock offered for purchase under the Plan,
should the financial accounting rules applicable to the Plan at the Effective
Time be subsequently revised so as to require the recognition of compensation
expense in the absence of such amendment or termination.

                  B. In no event may the Board effect any of the following
amendments or revisions to the Plan without the approval of the Corporation's
stockholders: (i) increase the number of shares of Common Stock issuable under
the Plan or the maximum number of shares purchasable per Participant on any one
Purchase Date, except for permissible adjustments in the event of certain
changes in the Corporation's capitalization, (ii) alter the purchase price
formula so as to reduce the purchase price payable for the shares of Common
Stock purchasable under the Plan or (iii) modify eligibility requirements for
participation in the Plan.

         XI.      GENERAL PROVISIONS

                  A. Nothing in the Plan shall confer upon the Participant any
right to continue in the employ of the Corporation or any Corporate Affiliate
for any period of specific duration or interfere with or otherwise restrict in
any way the rights of the Corporation (or any Corporate Affiliate employing such
person) or of the Participant, which rights are hereby expressly reserved by
each, to terminate such person's employment at any time for any reason, with or
without cause.



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                  B. All costs and expenses incurred in the administration of
the Plan shall be paid by the Corporation; however, each Plan Participant shall
bear all costs and expenses incurred by such individual in the sale or other
disposition of any shares purchased under the Plan.

                  C. The provisions of the Plan shall be governed by the laws of
the State of New York without regard to that State's conflict-of-laws rules.






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                                   SCHEDULE A
                                   ----------

                          CORPORATIONS PARTICIPATING IN
                          EMPLOYEE STOCK PURCHASE PLAN
                            AS OF FEBRUARY ___, 2001
                            ------------------------

                                 About.com, Inc.








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                                    APPENDIX
                                    --------

                  The following definitions shall be in effect under the Plan:

                  A. BOARD shall mean the Corporation's Board of Directors.

                  B. CASH EARNINGS shall mean the (i) base salary payable to a
Participant by one or more Participating Corporations during such individual's
period of participation in one or more offering periods under the Plan plus (ii)
all overtime payments, bonuses, commissions, current profit-sharing
distributions and other incentive-type payments. Such Cash Earnings shall be
calculated before deduction of (A) any income or employment tax withholdings or
(B) any pre-tax contributions made by the Participant to any Code Section 401(k)
salary deferral plan or any Code Section 125 cafeteria benefit program now or
hereafter established by the Corporation or any Corporate Affiliate. However,
Cash Earnings shall NOT include any contributions (other than Code Section
401(k) or Code Section 125 contributions) made on the Participant's behalf by
the Corporation or any Corporate Affiliate to any employee benefit or welfare
plan now or hereafter established.

                  C. CODE shall mean the Internal Revenue Code of 1986, as
amended.

                  D. COMMON STOCK shall mean the Corporation's common stock.

                  E. CORPORATE AFFILIATE shall mean any parent or subsidiary
corporation of the Corporation (as determined in accordance with Code Section
424), whether now existing or subsequently established.

                  F. CORPORATE TRANSACTION shall mean either of the following
stockholder-approved transactions to which the Corporation is a party:

                        (i) a merger or consolidation in which securities
         possessing more than fifty percent (50%) of the total combined voting
         power of the Corporation's outstanding securities are transferred to a
         person or persons different from the persons holding those securities
         immediately prior to such transaction, or

                       (ii) the sale, transfer or other disposition of all or
         substantially all of the assets of the Corporation in complete
         liquidation or dissolution of the Corporation.

                  G. CORPORATION shall mean About.com, Inc., a Delaware
corporation, and any corporate successor to all or substantially all of the
assets or voting stock of About.com, Inc. which shall by appropriate action
adopt the Plan. From and after the effective date of the Primedia Transaction,
all references herein to "Corporation" shall be deemed to be refer to PRIMEDIA,
Inc., a Delaware corporation, and all references to "Common Stock" shall be
deemed to be refer to the common stock of Primedia, Inc.



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                  H. EFFECTIVE TIME shall mean the time at which the
Underwriting Agreement is executed. Any Corporate Affiliate which becomes a
Participating Corporation after such Effective Time shall designate a subsequent
Effective Time with respect to its employee-Participants.

                  I. ELIGIBLE EMPLOYEE shall mean any person who is employed by
a Participating Corporation on a basis under which he or she is regularly
expected to render more than twenty (20) hours of service per week for more than
five (5) months per calendar year for earnings considered wages under Code
Section 3401(a).

                  J. ENTRY DATE shall mean the date an Eligible Employee first
commences participation in the offering period in effect under the Plan. The
earliest Entry Date under the Plan shall be the Effective Time.

                  K. FAIR MARKET VALUE per share of Common Stock on any relevant
date shall be determined in accordance with the following provisions:

                        (i) If the Common Stock is at the time traded on the
         Nasdaq National Market, then the Fair Market Value shall be the closing
         selling price per share of Common Stock on the date in question, as
         such price is reported by the National Association of Securities
         Dealers on the Nasdaq National Market or any successor system. If there
         is no closing selling price for the Common Stock on the date in
         question, then the Fair Market Value shall be the closing selling price
         on the last preceding date for which such quotation exists.

                       (ii) If the Common Stock is at the time listed on any
         Stock Exchange, then the Fair Market Value shall be the closing selling
         price per share of Common Stock on the date in question on the Stock
         Exchange determined by the Plan Administrator to be the primary market
         for the Common Stock, as such price is officially quoted in the
         composite tape of transactions on such exchange. If there is no closing
         selling price for the Common Stock on the date in question, then the
         Fair Market Value shall be the closing selling price on the last
         preceding date for which such quotation exists.

                      (iii) For purposes of the initial offering period which
         begins at the Effective Time, the Fair Market Value shall be deemed to
         be equal to the price per share at which the Common Stock is sold in
         the initial public offering pursuant to the Underwriting Agreement.

                  L. 1933 ACT shall mean the Securities Act of 1933, as amended.

                  M. PARTICIPANT shall mean any Eligible Employee of a
Participating Corporation who is actively participating in the Plan.

                  N. PARTICIPATING CORPORATION shall mean About.com Inc. and
such Corporate Affiliate or Affiliates as may be authorized from time to time by
the Board to extend the benefits of the Plan to their Eligible Employees. The
Participating Corporations in the Plan are listed in attached Schedule A.



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                  O. PLAN shall mean the Corporation's 1999 Employee Stock
Purchase Plan, as amended and restated as set forth in this document.

                  P. PLAN ADMINISTRATOR shall mean the committee of two (2) or
more Board members appointed by the Board to administer the Plan.

                  Q. PURCHASE DATE shall mean the last business day of each
Purchase Interval. The initial Purchase Date shall be October 29, 1999.

                  R. PRIMEDIA TRANSACTION shall mean the merger of Abracadabra,
Inc., a wholly-owned subsidiary of PRIMEDIA, Inc. and a Delaware corporation,
with and into About.com, Inc., such that About.com, Inc. becomes a wholly-owned
subsidiary of PRIMEDIA, Inc., a Delaware corporation, in accordance with the
Agreement and Plan of Merger, dated as of October 29, 2000, by and between
About.com, Inc., PRIMEDIA, Inc. and Abracadabra, Inc.

                  S. PURCHASE INTERVAL shall mean, except as provided otherwise
herein, each successive six (6)-month period within the offering period at the
end of which there shall be purchased shares of Common Stock on behalf of each
Participant.

                  T. SEMI-ANNUAL ENTRY DATE shall mean the first business day in
May and November each year on which an Eligible Employee may first enter an
offering period; provided, however, that with respect to the Special Offering
Period, if any, Semi-Annual Entry Date shall mean the first day of such Special
Offering Period.

                  U. STOCK EXCHANGE shall mean either the American Stock
Exchange or the New York Stock Exchange.

                  V. UNDERWRITING AGREEMENT shall mean the agreement between the
Corporation and the underwriter or underwriters managing the Corporation's
initial public offering of its Common Stock.



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