Document:

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                                                                    Exhibit 10.4

                         RIGHT OF FIRST OFFER AGREEMENT

            RIGHT OF FIRST OFFER AGREEMENT (this "Agreement"), dated as of
October 29, 2000, between About.com, Inc., a Delaware corporation (the
"Company"), and PRIMEDIA Inc., a Delaware corporation ("PRIMEDIA").

            WHEREAS, the Company owns and operates About.com (the "Site"), 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 and Internet products in the consumer,
enthusiast and business-to-business markets (the "PRIMEDIA Businesses"); and

            WHEREAS, the Company may, from time to time, wish to license content
from third party providers that compete with the PRIMEDIA Businesses for use on
the Site, and PRIMEDIA may, from time to time, wish to provide such content for
such use.

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

      SECTION 1. RIGHT OF FIRST OFFER.

            (a) For purposes of this Agreement, "Competitive Publication" shall
mean any print or electronic consumer, special interest or business-to-business
publication that provides editorial content of a substantially similar focus
and/or nature to the editorial content of a print or electronic publication of
PRIMEDIA (the "PRIMEDIA Content").

            (b) From the date hereof until December 31, 2005 (as defined in the
Agreement and Plan of Merger, dated as of the date hereof, among PRIMEDIA,
Abracadabra Acquisition Corporation and the Company), if the Company wishes to
enter into a license agreement (each, a "License Agreement") involving the
payment by the Company for the provision of content from a Competitive
Publication, PRIMEDIA shall have the right to provide such content on terms no
less favorable to the Company if, in the Company's sole judgment, such content
is identical in quality to that provided by such Competitive Publication.

            (c) No failure by PRIMEDIA to accept an offer made to it under
Section 1(b) will be deemed to waive or otherwise affect any other rights of
PRIMEDIA.

      SECTION 2. GOVERNING LAW. This Agreement shall be governed by the laws of
the State of New York.

      SECTION 3. NOTICES. All notices, requests, claims, demands and other
communications hereunder shall be in writing and shall be given (and shall be
deemed to have been duly given upon receipt) by delivery in person, by telecopy
or by registered or certified mail (postage prepaid, return receipt requested)
to the respective parties at the following addresses (or at such other address
for a party as shall be specified by like notice):

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                if to PRIMEDIA:

                PRIMEDIA Inc.
                745 Fifth Avenue
                New York, New York 10151
                Attention:  Charles McCurdy
                Fax: (212) 745-0199

                with an additional copy to:

                Simpson Thacher & Bartlett
                425 Lexington Avenue
                New York, NY 10017
                Attention: Gary I. Horowitz, Esq.
                Fax: (212) 455-2502

                if to the Company:

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

                with an additional copy to:

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

      SECTION 4. 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 PRIMEDIA and the Company.

      SECTION 5. ASSIGNMENT. Notwithstanding any other provision of this
Agreement, this Agreement shall not be assignable by any party hereto, except by
operation of law. Subject to the preceding sentence, this Agreement will be
binding upon, inure to the benefit of and be enforceable against each of
PRIMEDIA's and the Company's successors and permitted assigns.

      SECTION 6. SEVERABILITY. The provisions of this Agreement shall be deemed
severable

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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 7. 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 8. SPECIFIC PERFORMANCE. The Company and PRIMEDIA acknowledge that
this Agreement is 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 Company and PRIMEDIA agree that the
others shall have the right, in addition to any other rights that 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 9. 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.

      SECTION 10. NO WAIVER. Except as provided in Section 1(c), no failure or
delay by PRIMEDIA 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 11. INTERPRETATION. The parties hereto agree that in interpreting
this Agreement there shall be no inferences against the drafting party.

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                  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

                                        ABOUT, INC.

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

               [Signature Page to Right of First Offer Agreement]<PAGE>

                                                                       Exh. 4(e)

                                                  [PACIFIC LIFE LOGO]
                                                  Pacific Life Insurance Company
                                                  700 Newport Center Drive
                                                  Newport Beach, CA 92660

                       INDIVIDUAL RETIREMENT ANNUITY RIDER

This rider is a part of the Contract to which it is attached by Pacific Life
Insurance Company ("PL").

The Contract under which it has been issued is hereby modified as specified
below in order to qualify as an Individual Retirement Annuity ("IRA") under Code
Section 408.

The provisions of this rider will control if they are in conflict with those of
the Contract.

A.   DEFINITIONS

ADD-IN AMOUNT - Any amount added by PL to the Contract Value on the Notice Date
to set the Contract Value equal to the death benefit proceeds that would have
been payable to the Owner's surviving spouse, when such spouse is the deemed
sole Designated Beneficiary of the death benefit under part D below.

ANNUITANT - is the individual named as a measuring life for periodic annuity
payments under this Contract.

ANNUITY START DATE - The date shown in the Contract Specifications, or the date
you have most recently elected under the Contract, if any, for the start of
annuity payments if the Annuitant is still living and the Contract is in force;
or if earlier, the date that annuity payments actually begin.

CODE - is the Internal Revenue Code of 1986, as amended.

DESIGNATED BENEFICIARY - is an individual designated as a beneficiary by the
Owner.

IRA - is an individual retirement account or annuity under Code Section 408.

NOTICE DATE - The day on which PL receives, in a form satisfactory to PL, proof
of death and instructions satisfactory to PL regarding payment of death benefit
proceeds.

OWNER OR YOU - is the Owner of the Contract.

REGULATION - is a regulation issued or proposed pursuant to the Code.

REQUIRED BEGINNING DATE - is April 1 of the calendar year following
the year in which the Annuitant reaches age 70 1/2.

SIMPLE IRA - is an SIMPLE IRA under Code Section 408(p).

SURVIVING SPOUSE - is the surviving spouse of a deceased Owner.

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B.   IRA PROVISIONS

1.   The Annuitant shall at all times be the Owner of the Contract (or its
     beneficial Owner where a fiduciary is its legal Owner). Such individual
     Owner's rights under the Contract shall be nonforfeitable, and this
     Contract shall be for the exclusive benefit of such Owner and his or her
     beneficiaries.

2.   No benefits under the Contract may be transferred, sold, assigned, or
     pledged as collateral for a loan, or as security for the performance of an
     obligation, or for any other purpose, to any person; except that the
     Contract may be transferred to a former or separated spouse of the Owner
     under a divorce or separation instrument described in Code Section
     408(d)(6). In the event of such a transfer, the transferee shall for all
     purposes be treated as the Owner under this Contract.

3.   No contribution will be allowed into this Contract under a SIMPLE IRA plan
     established by an employer pursuant to Code Section 408(p). Also, no
     transfer or rollover of funds attributable to contributions made by a
     particular employer under its SIMPLE IRA plan will be allowed into this
     Contract from a SIMPLE IRA, that is, an IRA used in conjunction with a
     SIMPLE IRA plan, prior to the expiration of the 2-year period beginning on
     the date the individual Owner first participated in that employer's SIMPLE
     IRA plan.

4.   Except in the case of "rollover contribution" as described in Sections
     402(c), 402(e)(6), 403(a)(4), 403(b)(8), 403(b)(10) or 408(d)(3) of the
     Code, or an employer contribution to a Simplified Employee Pension as
     defined in Section 408(k) of the Code, the Purchase Payments (or premiums)
     paid under this Contract shall not exceed $2,000 for any taxable year, or
     such other maximum as the Code may allow, and must be paid in cash.

5.   Additional Purchase Payments (or premium payments) under the Contract must
     be at least the minimum as stated in the Purchase Payment (or Premiums)
     provision of the Contract.

6.   If this Contract is issued as part of a Simplified Employee Pension, the
     Purchase Payments (or premiums) paid under this Contract shall not exceed
     $30,000 or 15% of your allowable compensation, whichever is less, or such
     other maximum as the Code may allow, and must be paid in cash.

7.   Any Purchase Payment (or premium) refund declared by PL, other than
     refunds attributable to excess contributions, will be applied toward the
     purchase of additional benefits before the close of the calendar year
     following the refund.

8.   This Contract and all distributions made under it are subject to the
     minimum distribution and incidental death benefit rules of Code Section
     401(a)(9) and the Regulations thereunder, and shall comply with such rules.
     Accordingly:

     (a)  The entire interest under the Contract shall be distributed to the
          Owner:

         (i)    Not later than the April 1st next following the close of the
                calendar year in which the Owner attains age 70-1/2, or

         (ii)   Commencing not later than the Required Beginning Date, over the
                Owner's life or the lives of the Owner and his or her Designated
                Beneficiary (or over a period not

20-13900                               2
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                extending beyond the Owner's life expectancy or the joint and
                last survivor life expectancy of the Owner and his or her
                Designated Beneficiary).

     (b)  For purposes of this Section 8, life expectancy is computed by use of
          the expected return multiples in Tables V and VI of Regulation Section
          1.72-9. Unless otherwise elected by the Owner by the Required
          Beginning Date, life expectancy for the Owner shall be recalculated
          annually, but shall not be recalculated annually for any spouse
          Designated Beneficiary. Any election by the Owner to recalculate (or
          not) the life expectancy of the Owner or of a spouse Designated
          Beneficiary shall be irrevocable and shall apply to all subsequent
          years. The life expectancy of a non-spouse Designated Beneficiary may
          not be recalculated. Instead where the life expectancy of a Designated
          Beneficiary (or Owner) is not recalculated annually, such a life
          expectancy shall be calculated using the attained age of such
          Beneficiary (or Owner) during the calendar year in which the Owner
          attains age 70 1/2, and payments for subsequent years shall be
          calculated based on such life expectancy reduced by one year for each
          calendar year which has elapsed since the calendar year life
          expectancy was first calculated.

     (c)  The method of distribution selected also shall comply with the
          "minimum distribution incidental benefit" or "MDIB" rule of Code
          Section 401(a)(9), and proposed Regulation Section 1.401(a)(9)-2.
          This MDIB rule includes the following requirements:

         (i)    if the Owner's only Designated Beneficiary is the spouse, the
                minimum amount that must be distributed in a distribution
                calendar year is the amount determined under the regular minimum
                distribution requirements in this Section 8.

         (ii)   if the distributions are not made as substantially equal annuity
                payments under an annuity contract that has been purchased on or
                before the Owner's Required Beginning Date and where the Owner's
                spouse is not the only Designated Beneficiary, the minimum
                amount that must be distributed in a distribution calendar year
                is the quotient obtained by dividing the Owner's entire interest
                by the applicable divisor specified in proposed Regulation
                Section 1.401(a)(9)-2, Q & A - 4.

         (iii)  if distribution is being made under an annuity contract with
                substantially equal payments that has been purchased on or
                before the Owner's Required Beginning Date and the Owner's
                spouse is not the only Designated Beneficiary, the minimum
                amount that must be distributed is determined as follows:

         -      Period certain annuity without a life contingency: The period
                certain may not exceed the maximum period specified in proposed
                Regulation Section 1.401(a)(9)-2, Q & A - 5.

         -      Life annuity or a joint and survivor annuity: A life annuity on
                the Owner's life which satisfies the regular minimum
                distribution requirements satisfies the MDIB rule. The periodic
                annuity payment to the survivor under a joint and survivor
                annuity may not exceed the applicable percentage of the annuity
                payment to the Owner, as provided in proposed Regulation Section
                1.401(a)(9)-2, Q & A - 6(b).

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         -      Life annuity with period certain: The distribution must satisfy
                the requirements for a single life (or joint and survivor)
                annuity and the period certain may not exceed the period
                determined for non-annuity distributions, as provided in
                proposed Regulation Section 1.401(a)(9) -2, Q & A - 6(c).

     (d)   Required annuity payments must be made at intervals of no longer than
           one year and may not be in increasing amounts except as allowed by
           proposed Regulation Section 1.401(a)(9) - 1, Q&A, F-3.

     (e)   Only a method of distribution offered by PL that satisfies these
           conditions can be selected. You must make this selection before the
           end of the calendar year in which you attain age 70-1/2.

9.   On the death of the Owner, distribution shall be made in accordance with
     the annuity options described in the Contract. However, selection of an
     annuity option which does not satisfy the conditions of this Section 9
     shall not be permitted.

     (a)  If the Owner dies before distribution of his or her interest in the
          Contract has begun in accordance with paragraph 8(b) above, the entire
          interest shall be distributed by December 31st of the fifth calendar
          year which follows the year of the Owner's death except to the extent
          that paragraph 9(b) below applies or: (i) such interest is paid over a
          period not exceeding the lifetime, or the life expectancy, of the
          Designated Beneficiary; and (ii) payments begin by December 31st of
          the calendar year which follows the year of the Owner's death.

     (b)  To the extent that the Designated Beneficiary of the Owner's interest
          is the Surviving Spouse, such spouse may elect to receive payments
          over the life or life expectancy of such spouse commencing at any date
          prior to the later of: (i) December 31 of the calendar year
          immediately following the calendar year in which the Owner died; and
          (ii) December 31 of the calendar year in which the Owner would have
          attained age 70 1/2. Such election must be made no later than the
          earlier of December 31 of the calendar year containing the fifth
          anniversary of the Owner's death or the date distributions are
          required to begin pursuant to the preceding sentence. Such Surviving
          Spouse may accelerate these payments at any time, i.e., increase the
          frequency or amount of such payments.

     (c)  If the Surviving Spouse is the Designated Beneficiary, such spouse may
          elect to convert this IRA to such spouse's own IRA by requesting such
          a conversion in writing to PL. If such spouse so elects, such spouse
          shall be Owner and Annuitant for purposes of applying the restrictions
          contained in this rider. Such an election shall be deemed to have been
          made if such spouse fails to make an election in accordance with
          paragraph 9(b) above, makes a regular IRA contribution to this
          contract, makes a rollover distribution or direct transfer from this
          Contract, or makes a rollover distribution or direct transfer to this
          Contract from another IRA of such spouse.

     (d)  For purposes of this Section 9, life expectancy is computed by use of
          the expected return multiples in Tables V and VI of Regulation Section
          1.72-9. For purposes of distributions beginning after the Owner's
          death, unless otherwise elected by the Surviving Spouse by the time
          distributions are required to begin, such spouse's life expectancy
          shall not be recalculated annually. Such election shall be irrevocable
          as to

20-13900                               4
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          such spouse and shall apply to all subsequent years. In such a case of
          non-recalculation for the Surviving Spouse and in the case of any
          other Designated Beneficiary, life expectancies shall be calculated
          using the attained age of such Beneficiary during the calendar year in
          which distributions are required to begin pursuant to this Section,
          and payments for any subsequent calendar year shall be calculated
          based on such life expectancy reduced by one year for each calendar
          year which has elapsed since the calendar year life expectancy was
          first calculated.

     (e)  Any amount paid to a minor child of the Owner shall be treated as if
          it had been paid to the Surviving Spouse if the remainder of the
          interest becomes payable to such spouse when the child reaches the age
          of majority.

     (f)  If the Owner dies after distribution of his or her interest in the
          Contract has begun in accordance with paragraph 8(b) above but before
          his or her entire interest has been distributed, the remaining
          interest shall be distributed at least as rapidly as under the method
          of distribution being used immediately prior to the Owner's death.

     (g)  Distributions under this Section 9 are considered to have begun if
          distributions are made on account of the Owner reaching the Required
          Beginning Date or if prior to the Required Beginning Date
          distributions irrevocably commence to an individual over a period
          permitted, and in an annuity form acceptable, under proposed
          Regulation Section 1.401(a)(9)-2.

     (h)  If the Owner dies before his or her entire interest has been
          distributed to him or her, no additional cash contributions or
          "rollover contributions" shall be allowed into this Contract unless
          the Surviving Spouse elects to convert this Contract to be his or her
          own IRA, as specified above in this Section 9.

10.  PL shall furnish annual calendar year reports concerning the status of the
     Contract.

C.   TAX QUALIFICATION PROVISIONS

     The Contract as amended by this rider is intended to qualify as part of a
     tax-qualified individual retirement arrangement, plan or contract that
     meets the requirements of Code Section 408 and any applicable regulations
     relating thereto. To that end, the provisions of this rider and the
     Contract (including any other rider or endorsement) are to be interpreted
     to ensure or maintain such tax qualification, notwithstanding any other
     provision to the contrary. PL reserves the right to amend this rider to
     comply with any future changes in the Code or any regulations, rulings or
     other published guidance under the Code, or to reflect any clarifications
     that may be needed or are appropriate to maintain such tax qualification,
     without consent (except for the states of Michigan, Pennsylvania, South
     Carolina and Washington, where affirmative consent is required). PL shall
     provide the Owner with a copy of any such amendment.

D.   SPOUSAL CONTINUATION PROVISIONS

     If the Owner dies before the Annuity Start Date and the Surviving Spouse is
     deemed the sole Designated Beneficiary of the death benefit, the Surviving
     Spouse shall become the Owner and Annuitant effective on the date of death
     of the deceased Owner, unless such

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     treatment is inconsistent with the death benefit payment option that has
     been elected as of the Notice Date.

     1.  On the Notice Date, if the Surviving Spouse is deemed to have continued
         (or rolled over) this Contract by becoming the Owner and Annuitant
         thereof, PL shall set the Contract Value equal to the death benefit
         proceeds that would have been payable to the Surviving Spouse as the
         deemed sole Designated Beneficiary of the death benefit, and no such
         proceeds shall be paid to the Surviving Spouse. The amount by which the
         death benefit proceeds payable exceeds the Contract Value shall be
         added to the Contract Value in the form of an Add-In Amount on the
         Notice Date. There shall be no adjustment to the Contract Value if the
         Contract Value is equal to the death benefit proceeds payable as of the
         Notice Date.

     2.  The Add-In Amount shall be treated as earnings under the Contract, and
         shall be allocated among any Investment Options under the Contract in
         accordance with the current allocation instructions for the Contract.

PACIFIC LIFE INSURANCE COMPANY

    /s/ Thomas C Sutton                                     /s/ Audrey L. Milfs

    Chairman and Chief Executive Officer                         Secretary

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