PRIMEDIA INC
SC 13D/A, 2000-12-13
PERIODICALS: PUBLISHING OR PUBLISHING & PRINTING
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<PAGE>

                                  UNITED STATES
                       SECURITIES AND EXCHANGE COMMISSION
                              WASHINGTON, DC 20549
                      ------------------------------------

                                  SCHEDULE 13D
                    Under the Securities Exchange Act of 1934
                               (Amendment No. 2)(1)

                                 About.com, Inc.
--------------------------------------------------------------------------------
                                (Name of Issuer)

                     Common Stock, par value $.001 per share
--------------------------------------------------------------------------------
                         (Title of Class of Securities)

                                    003736105
--------------------------------------------------------------------------------
                                 (CUSIP Number)

                                 Charles McCurdy
                                    President
                                  PRIMEDIA Inc.
                                745 Fifth Avenue
                               New York, NY 10151
                                 (212) 745-0100

--------------------------------------------------------------------------------
   (Name, Address and Telephone Number of Person Authorized to Receive Notices
                               and Communications)

                                December 12, 2000
--------------------------------------------------------------------------------
             (Date of Event Which Requires Filing of this Statement)

If the filing person has previously filed a statement on Schedule 13G to report
the acquisition which is the subject of this Schedule 13D, and is filing this
schedule because of Rule 13d-1(e), 13d-1(f) or 13d-1(g), check the following box
/ /.
                NOTE: Six copies of this statement, including all
        exhibits, should be filed with the Commission. See Rule 13d-1(a)
                for other parties to whom copies are to be sent.

                       (Continued on the following pages)
                              (Page 1 of 21 Pages)

(1) The remainder of this cover page shall be filled out for a reporting
person's initial filing on this form with respect to the subject class of
securities, and for any subsequent amendment containing information which would
alter disclosures provided in a prior cover page.

<PAGE>

      The information required on the remainder of this cover page shall not be
deemed to be "filed" for the purpose of Section 18 of the Securities Exchange
Act of 1934 ("Act") or otherwise subject to the liabilities of that section of
the Act but shall be subject to all other provisions of the Act (however, see
the Notes).

---------------------------------------    -------------------------------------

CUSIP No. 003736105    Schedule 13D                 Page 2 of 21 Pages
---------------------------------------    -------------------------------------

--------------------------------------------------------------------------------
1     NAME OF REPORTING PERSONS. S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE
      PERSONS
            PRIMEDIA Inc.                                 13-3647573
--------------------------------------------------------------------------------
2     CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*           (a)   |X|
                                                                  (b)   | |
--------------------------------------------------------------------------------
3     SEC USE ONLY
--------------------------------------------------------------------------------
4     SOURCE OF FUNDS*
            OO (see Item 3)
--------------------------------------------------------------------------------
      CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
5     PURSUANT TO ITEM 2(d) or 2(e)                                     | |
--------------------------------------------------------------------------------
      CITIZENSHIP OR PLACE OF ORGANIZATION
6           Delaware
--------------------------------------------------------------------------------
                 7     SOLE VOTING POWER

                             3,067,406
   NUMBER OF     ---------------------------------------------------------------
     SHARES      8     SHARED VOTING POWER
  BENEFICIALLY
    OWNED BY                 1,798,062**
      EACH       ---------------------------------------------------------------
   REPORTING     9     SOLE DISPOSITIVE POWER
  PERSON WITH
                             3,067,406
                 ---------------------------------------------------------------
                 10    SHARED DISPOSITIVE POWER

                             0
--------------------------------------------------------------------------------
11    AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON
            4,865,468
--------------------------------------------------------------------------------
12    CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES CERTAIN SHARES*
      | |
--------------------------------------------------------------------------------
13    PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)
            24.6%***
--------------------------------------------------------------------------------
      TYPE OF REPORTING PERSON*
14          CO
--------------------------------------------------------------------------------

                      *SEE INSTRUCTIONS BEFORE FILLING OUT

<PAGE>

      ** Neither the filing of this Schedule 13D nor any of its contents shall
be deemed to constitute an admission that PRIMEDIA Inc. is the beneficial owner
of any of the Company Common Stock (as defined below) for purposes of Section
13(d) of the Securities Exchange Act of 1934, as amended, or for any other
purpose, and such beneficial ownership is expressly disclaimed.

      *** Based on 19,766,665 shares of Company Common Stock outstanding on
November 10, 2000.

<PAGE>

      The information required on the remainder of this cover page shall not be
deemed to be "filed" for the purpose of Section 18 of the Act or otherwise
subject to the liabilities of that section of the Act but shall be subject to
all other provisions of the Act (however, see the Notes).

---------------------------------------    -------------------------------------

CUSIP No. 003736105    Schedule 13D                 Page 4 of 21 Pages
---------------------------------------    -------------------------------------

--------------------------------------------------------------------------------
1     NAME OF REPORTING PERSONS. S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE
      PERSONS

            MA Associates, L.P.
--------------------------------------------------------------------------------
2     CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*           (a)   | |
                                                                  (b)   |X|
--------------------------------------------------------------------------------
3     SEC USE ONLY
--------------------------------------------------------------------------------
4     SOURCE OF FUNDS*

            Not Applicable
--------------------------------------------------------------------------------
5     CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
      PURSUANT TO ITEM 2(d) or 2(e)                                      | |
--------------------------------------------------------------------------------
6     CITIZENSHIP OR PLACE OF ORGANIZATION

            Delaware
--------------------------------------------------------------------------------
                 7     SOLE VOTING POWER

                             0
   NUMBER OF     ---------------------------------------------------------------
     SHARES      8     SHARED VOTING POWER
  BENEFICIALLY
    OWNED BY                 0
      EACH       ---------------------------------------------------------------
   REPORTING     9     SOLE DISPOSITIVE POWER
  PERSON WITH
                             0
                 ---------------------------------------------------------------
                 10    SHARED DISPOSITIVE POWER

                             0
--------------------------------------------------------------------------------
11          AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

            Beneficial ownership of all shares disclaimed by MA Associates, L.P.
--------------------------------------------------------------------------------
12    CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES CERTAIN SHARES*
      | |
--------------------------------------------------------------------------------
13    PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

            Not applicable (see 11 above)
--------------------------------------------------------------------------------
14    TYPE OF REPORTING PERSON*
            PN
--------------------------------------------------------------------------------

                      *SEE INSTRUCTIONS BEFORE FILLING OUT

<PAGE>

      The information required on the remainder of this cover page shall not be
deemed to be "filed" for the purpose of Section 18 of the Act or otherwise
subject to the liabilities of that section of the Act but shall be subject to
all other provisions of the Act (however, see the Notes).

---------------------------------------    -------------------------------------

CUSIP No. 003736105    Schedule 13D                 Page 5 of 21 Pages
---------------------------------------    -------------------------------------

--------------------------------------------------------------------------------
1     NAME OF REPORTING PERSONS. S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE
      PERSONS

            FP Associates, L.P.
--------------------------------------------------------------------------------
2     CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*           (a)   | |
                                                                  (b)   |X|
--------------------------------------------------------------------------------
3     SEC USE ONLY
--------------------------------------------------------------------------------
4     SOURCE OF FUNDS*

            Not Applicable
--------------------------------------------------------------------------------
5     CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED

      PURSUANT TO ITEM 2(d) or 2(e)                                      | |
--------------------------------------------------------------------------------
6     CITIZENSHIP OR PLACE OF ORGANIZATION

            Delaware
--------------------------------------------------------------------------------
                 7     SOLE VOTING POWER

                             0
   NUMBER OF     ---------------------------------------------------------------
     SHARES      8     SHARED VOTING POWER
  BENEFICIALLY
    OWNED BY                 0
      EACH       ---------------------------------------------------------------
   REPORTING     9     SOLE DISPOSITIVE POWER
  PERSON WITH
                             0
                 ---------------------------------------------------------------
                 10    SHARED DISPOSITIVE POWER

                             0
--------------------------------------------------------------------------------
11          AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

            Beneficial ownership of all shares disclaimed by FP Associates, L.P.
--------------------------------------------------------------------------------
12    CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES CERTAIN SHARES*
      | |
--------------------------------------------------------------------------------
13    PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)
            Not applicable (see 11 above)
--------------------------------------------------------------------------------
14    TYPE OF REPORTING PERSON*

            PN
--------------------------------------------------------------------------------

                      *SEE INSTRUCTIONS BEFORE FILLING OUT

<PAGE>

      The information required on the remainder of this cover page shall not be
deemed to be "filed" for the purpose of Section 18 of the Act or otherwise
subject to the liabilities of that section of the Act but shall be subject to
all other provisions of the Act (however, see the Notes).
---------------------------------------    -------------------------------------

CUSIP No. 003736105    Schedule 13D                 Page 6 of 21 Pages
---------------------------------------    -------------------------------------

--------------------------------------------------------------------------------
1     NAME OF REPORTING PERSONS. S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE
      PERSONS

            Magazine Associates, L.P.
--------------------------------------------------------------------------------
2     CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*           (a)   | |
                                                                  (b)   |X|
--------------------------------------------------------------------------------
3     SEC USE ONLY
--------------------------------------------------------------------------------
4     SOURCE OF FUNDS*

            Not Applicable
--------------------------------------------------------------------------------
5     CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
      PURSUANT TO ITEM 2(d) or 2(e)                                     | |
--------------------------------------------------------------------------------
6     CITIZENSHIP OR PLACE OF ORGANIZATION

            Delaware
--------------------------------------------------------------------------------
                 7     SOLE VOTING POWER

                             0
   NUMBER OF     ---------------------------------------------------------------
     SHARES      8     SHARED VOTING POWER
  BENEFICIALLY
    OWNED BY                 0
      EACH       ---------------------------------------------------------------
   REPORTING     9     SOLE DISPOSITIVE POWER
  PERSON WITH
                             0
                 ---------------------------------------------------------------
                 10    SHARED DISPOSITIVE POWER

                             0
--------------------------------------------------------------------------------
11          AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

            Beneficial ownership of all shares disclaimed by Magazine
            Associates, L.P.
--------------------------------------------------------------------------------
12    CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES CERTAIN SHARES*
      | |
--------------------------------------------------------------------------------
13    PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

            Not applicable (see 11 above)
--------------------------------------------------------------------------------
14    TYPE OF REPORTING PERSON*

            PN
--------------------------------------------------------------------------------

                      *SEE INSTRUCTIONS BEFORE FILLING OUT

<PAGE>

      The information required on the remainder of this cover page shall not be
deemed to be "filed" for the purpose of Section 18 of the Act or otherwise
subject to the liabilities of that section of the Act but shall be subject to
all other provisions of the Act (however, see the Notes).

---------------------------------------    -------------------------------------

CUSIP No. 003736105    Schedule 13D                 Page 7 of 21 Pages
---------------------------------------    -------------------------------------

--------------------------------------------------------------------------------
1     NAME OF REPORTING PERSONS. S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE
      PERSONS

            Publishing Associates, L.P.
--------------------------------------------------------------------------------
2     CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*           (a)   | |
                                                                  (b)   |X|
--------------------------------------------------------------------------------
3     SEC USE ONLY
--------------------------------------------------------------------------------
4     SOURCE OF FUNDS*

            Not Applicable
--------------------------------------------------------------------------------
5     CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
      PURSUANT TO ITEM 2(d) or 2(e)                                      | |
--------------------------------------------------------------------------------
6     CITIZENSHIP OR PLACE OF ORGANIZATION
            Delaware
--------------------------------------------------------------------------------
                 7     SOLE VOTING POWER

                             0
   NUMBER OF     ---------------------------------------------------------------
     SHARES      8     SHARED VOTING POWER
  BENEFICIALLY
    OWNED BY                 0
      EACH       ---------------------------------------------------------------
   REPORTING     9     SOLE DISPOSITIVE POWER
  PERSON WITH
                             0
                 ---------------------------------------------------------------
                 10    SHARED DISPOSITIVE POWER

                             0
--------------------------------------------------------------------------------
11          AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

            Beneficial ownership of all shares disclaimed by Publishing
            Associates, L.P.
--------------------------------------------------------------------------------
12    CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES CERTAIN SHARES*
      | |
--------------------------------------------------------------------------------
13    PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

            Not applicable (see 11 above)
--------------------------------------------------------------------------------
14    TYPE OF REPORTING PERSON*

            PN
--------------------------------------------------------------------------------

                      *SEE INSTRUCTIONS BEFORE FILLING OUT

<PAGE>

      The information required on the remainder of this cover page shall not be
deemed to be "filed" for the purpose of Section 18 of the Act or otherwise
subject to the liabilities of that section of the Act but shall be subject to
all other provisions of the Act (however, see the Notes).

---------------------------------------    -------------------------------------

CUSIP No. 003736105    Schedule 13D                 Page 8 of 21 Pages
---------------------------------------    -------------------------------------

--------------------------------------------------------------------------------
1     NAME OF REPORTING PERSONS. S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE
      PERSONS

            Channel One Associates, L.P.
--------------------------------------------------------------------------------
2     CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*           (a)   | |
                                                                  (b)   |X|
--------------------------------------------------------------------------------
3     SEC USE ONLY
--------------------------------------------------------------------------------
4     SOURCE OF FUNDS*

            Not Applicable
--------------------------------------------------------------------------------
5     CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
      PURSUANT TO ITEM 2(d) or 2(e)                                      | |
--------------------------------------------------------------------------------
6     CITIZENSHIP OR PLACE OF ORGANIZATION

            Delaware
--------------------------------------------------------------------------------
                 7     SOLE VOTING POWER

                             0
   NUMBER OF     ---------------------------------------------------------------
     SHARES      8     SHARED VOTING POWER
  BENEFICIALLY
    OWNED BY                 0
      EACH       ---------------------------------------------------------------
   REPORTING     9     SOLE DISPOSITIVE POWER
  PERSON WITH
                             0
                 ---------------------------------------------------------------
                 10    SHARED DISPOSITIVE POWER

                             0
--------------------------------------------------------------------------------
11          AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

            Beneficial ownership of all shares disclaimed by Channel One
            Associates, L.P.
--------------------------------------------------------------------------------
12    CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES CERTAIN SHARES*
      | |
--------------------------------------------------------------------------------
13    PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

            Not applicable (see 11 above)
--------------------------------------------------------------------------------
14    TYPE OF REPORTING PERSON*

            PN
--------------------------------------------------------------------------------

                      *SEE INSTRUCTIONS BEFORE FILLING OUT

<PAGE>

            The information required on the remainder of this cover page shall
not be deemed to be "filed" for the purpose of Section 18 of the Act or
otherwise subject to the liabilities of that section of the Act but shall be
subject to all other provisions of the Act (however, see the Notes).

---------------------------------------    -------------------------------------

CUSIP No. 003736105    Schedule 13D                 Page 9 of 21 Pages
---------------------------------------    -------------------------------------

--------------------------------------------------------------------------------
1     NAME OF REPORTING PERSONS. S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE
      PERSONS

            KKR Partners II, L.P.
--------------------------------------------------------------------------------
2     CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*           (a)   | |
                                                                  (b)   |X|
--------------------------------------------------------------------------------
3     SEC USE ONLY
--------------------------------------------------------------------------------
4     SOURCE OF FUNDS*

            Not Applicable
--------------------------------------------------------------------------------
5     CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
      PURSUANT TO ITEM 2(d) or 2(e)                                      | |
--------------------------------------------------------------------------------
6     CITIZENSHIP OR PLACE OF ORGANIZATION

           Delaware
--------------------------------------------------------------------------------
                 7     SOLE VOTING POWER

                             0
   NUMBER OF     ---------------------------------------------------------------
     SHARES      8     SHARED VOTING POWER
  BENEFICIALLY
    OWNED BY                 0
      EACH       ---------------------------------------------------------------
   REPORTING     9     SOLE DISPOSITIVE POWER
  PERSON WITH
                             0
                 ---------------------------------------------------------------
                 10    SHARED DISPOSITIVE POWER

                             0
--------------------------------------------------------------------------------
11          AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

            Beneficial ownership of all shares disclaimed by KKR Partners II,
            L.P.
--------------------------------------------------------------------------------
12    CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES CERTAIN SHARES*
      | |
--------------------------------------------------------------------------------
13    PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

            Not applicable (see 11 above)
--------------------------------------------------------------------------------
14    TYPE OF REPORTING PERSON*

            PN
--------------------------------------------------------------------------------

                      *SEE INSTRUCTIONS BEFORE FILLING OUT

<PAGE>

      The information required on the remainder of this cover page shall not be
deemed to be "filed" for the purpose of Section 18 of the Act or otherwise
subject to the liabilities of that section of the Act but shall be subject to
all other provisions of the Act (however, see the Notes).

---------------------------------------    -------------------------------------

CUSIP No. 003736105    Schedule 13D                 Page 10 of 21 Pages
---------------------------------------    -------------------------------------

--------------------------------------------------------------------------------
1     NAME OF REPORTING PERSONS. S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE
      PERSONS

            KKR Associates, L.P.
--------------------------------------------------------------------------------
2     CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*           (a)   | |
                                                                  (b)   |X|
--------------------------------------------------------------------------------
3     SEC USE ONLY
--------------------------------------------------------------------------------
4     SOURCE OF FUNDS*

            Not Applicable
--------------------------------------------------------------------------------
5     CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
      PURSUANT TO ITEM 2(d) or 2(e)                                      | |
--------------------------------------------------------------------------------
6     CITIZENSHIP OR PLACE OF ORGANIZATION

           New York
--------------------------------------------------------------------------------
                 7     SOLE VOTING POWER

                             0
   NUMBER OF     ---------------------------------------------------------------
     SHARES      8     SHARED VOTING POWER
  BENEFICIALLY
    OWNED BY                 0
      EACH       ---------------------------------------------------------------
   REPORTING     9     SOLE DISPOSITIVE POWER
  PERSON WITH
                             0
                 ---------------------------------------------------------------
                 10    SHARED DISPOSITIVE POWER

                             0
--------------------------------------------------------------------------------
11          AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

            Beneficial ownership of all shares disclaimed by KKR Associates,
            L.P.
--------------------------------------------------------------------------------
12    CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES CERTAIN SHARES*
      | |
--------------------------------------------------------------------------------
13    PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

            Not applicable (see 11 above)
--------------------------------------------------------------------------------
14    TYPE OF REPORTING PERSON*

            PN
--------------------------------------------------------------------------------

                      *SEE INSTRUCTIONS BEFORE FILLING OUT

<PAGE>

            The information required on the remainder of this cover page shall
not be deemed to be "filed" for the purpose of Section 18 of the Act or
otherwise subject to the liabilities of that section of the Act but shall be
subject to all other provisions of the Act (however, see the Notes).

---------------------------------------    -------------------------------------

CUSIP No. 003736105    Schedule 13D                 Page 11 of 21 Pages
---------------------------------------    -------------------------------------

--------------------------------------------------------------------------------
1     NAME OF REPORTING PERSONS. S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE
      PERSONS

            KKR 1996 Fund, L.P.
--------------------------------------------------------------------------------
2     CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*           (a)   |X|
                                                                  (b)   | |
--------------------------------------------------------------------------------
3     SEC USE ONLY
--------------------------------------------------------------------------------
4     SOURCE OF FUNDS*

            OO (see Item 3)
--------------------------------------------------------------------------------
5     CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
      PURSUANT TO ITEM 2(d) or 2(e)                                       | |
--------------------------------------------------------------------------------
6     CITIZENSHIP OR PLACE OF ORGANIZATION

            Delaware
--------------------------------------------------------------------------------
                 7     SOLE VOTING POWER

                             3,067,406
   NUMBER OF     ---------------------------------------------------------------
     SHARES      8     SHARED VOTING POWER
  BENEFICIALLY
    OWNED BY                 1,798,062**
      EACH       ---------------------------------------------------------------
   REPORTING     9     SOLE DISPOSITIVE POWER
  PERSON WITH
                             3,067,406
                 ---------------------------------------------------------------
                 10    SHARED DISPOSITIVE POWER

                             0
--------------------------------------------------------------------------------
11    AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON
            4,865,468
--------------------------------------------------------------------------------
12    CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES CERTAIN SHARES*
      | |
--------------------------------------------------------------------------------
13    PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

            24.6%***
--------------------------------------------------------------------------------
14    TYPE OF REPORTING PERSON*
            PN
--------------------------------------------------------------------------------

                      *SEE INSTRUCTIONS BEFORE FILLING OUT

<PAGE>

      ** Neither the filing of this Schedule 13D nor any of its contents shall
be deemed to constitute an admission that KKR 1996 Fund, L.P. is the beneficial
owner of any of the Company Common Stock (as defined below) for purposes of
Section 13(d) of the Securities Exchange Act of 1934, as amended, or for any
other purpose, and such beneficial ownership is expressly disclaimed.

      *** Based on 19,766,665 shares of Company Common Stock outstanding on
November 10, 2000.

<PAGE>

            The information required on the remainder of this cover page shall
not be deemed to be "filed" for the purpose of Section 18 of the Act or
otherwise subject to the liabilities of that section of the Act but shall be
subject to all other provisions of the Act (however, see the Notes).


---------------------------------------    -------------------------------------

CUSIP No. 003736105    Schedule 13D                 Page 13 of 21 Pages
---------------------------------------    -------------------------------------

--------------------------------------------------------------------------------
15    NAME OF REPORTING PERSONS. S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE
      PERSONS

            Abra LLC
--------------------------------------------------------------------------------
16    CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*           (a)   |X|
                                                                  (b)   | |
--------------------------------------------------------------------------------
17    SEC USE ONLY
--------------------------------------------------------------------------------
18    SOURCE OF FUNDS*

            OO (see Item 3)
--------------------------------------------------------------------------------
19    CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
      PURSUANT TO ITEM 2(d) or 2(e)                                       | |
--------------------------------------------------------------------------------
20    CITIZENSHIP OR PLACE OF ORGANIZATION

            Delaware
--------------------------------------------------------------------------------
                 21    SOLE VOTING POWER

                             3,067,406
   NUMBER OF     ---------------------------------------------------------------
     SHARES      22    SHARED VOTING POWER
  BENEFICIALLY
    OWNED BY                 1,798,062**
      EACH       ---------------------------------------------------------------
   REPORTING     23    SOLE DISPOSITIVE POWER
  PERSON WITH
                             3,067,406
                 ---------------------------------------------------------------
                 24    SHARED DISPOSITIVE POWER

                             0
--------------------------------------------------------------------------------
25    AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON
            4,865,468
--------------------------------------------------------------------------------
26    CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES CERTAIN SHARES*

--------------------------------------------------------------------------------
27    PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

            24.6%***
--------------------------------------------------------------------------------
28    TYPE OF REPORTING PERSON*
            OO
--------------------------------------------------------------------------------

                      *SEE INSTRUCTIONS BEFORE FILLING OUT

<PAGE>


            ** Neither the filing of this Schedule 13D nor any of its contents
shall be deemed to constitute an admission that Abra LLC is the beneficial owner
of any of the Company Common Stock (as defined below) for purposes of Section
13(d) of the Securities Exchange Act of 1934, as amended, or for any other
purpose, and such beneficial ownership is expressly disclaimed.

            *** Based on 19,766,665 shares of Company Common Stock outstanding
on November 10, 2000.

<PAGE>



            The information required on the remainder of this cover page shall
not be deemed to be "filed" for the purpose of Section 18 of the Act or
otherwise subject to the liabilities of that section of the Act but shall be
subject to all other provisions of the Act (however, see the Notes).

---------------------------------------    -------------------------------------

CUSIP No. 003736105    Schedule 13D                 Page 15 of 21 Pages
---------------------------------------    -------------------------------------

--------------------------------------------------------------------------------
1     NAME OF REPORTING PERSONS. S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE
      PERSONS

            KKR Associates 1996 L.P.
--------------------------------------------------------------------------------
2     CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*           (a)   | |
                                                                  (b)   |X|
--------------------------------------------------------------------------------
3     SEC USE ONLY
--------------------------------------------------------------------------------
4     SOURCE OF FUNDS*

            Not Applicable
--------------------------------------------------------------------------------
5     CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
      PURSUANT TO ITEM 2(d) or 2(e)                                       | |
--------------------------------------------------------------------------------
6     CITIZENSHIP OR PLACE OF ORGANIZATION

            Delaware
--------------------------------------------------------------------------------
                 7     SOLE VOTING POWER

                             0
   NUMBER OF     ---------------------------------------------------------------
     SHARES      8     SHARED VOTING POWER
  BENEFICIALLY
    OWNED BY                 0
      EACH       ---------------------------------------------------------------
   REPORTING     9     SOLE DISPOSITIVE POWER
  PERSON WITH
                             0
                 ---------------------------------------------------------------
                 10    SHARED DISPOSITIVE POWER

                             0
--------------------------------------------------------------------------------
11    AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

       Beneficial ownership of all shares disclaimed by KKR Associates 1996 L.P.
--------------------------------------------------------------------------------
12    CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES CERTAIN SHARES*
      | |
--------------------------------------------------------------------------------
13    PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

       Not applicable (see 11 above)
--------------------------------------------------------------------------------
14    TYPE OF REPORTING PERSON*
            PN
--------------------------------------------------------------------------------

                      *SEE INSTRUCTIONS BEFORE FILLING OUT

<PAGE>

            The information required on the remainder of this cover page shall
not be deemed to be "filed" for the purpose of Section 18 of the Act or
otherwise subject to the liabilities of that section of the Act but shall be
subject to all other provisions of the Act (however, see the Notes).

---------------------------------------    -------------------------------------

CUSIP No. 003736105    Schedule 13D                 Page 16 of 21 Pages
---------------------------------------    -------------------------------------

--------------------------------------------------------------------------------
1     NAME OF REPORTING PERSONS. S.S. OR I.R.S. IDENTIFICATION NO. OF ABOVE
      PERSONS

            KKR 1996 GP LLC
--------------------------------------------------------------------------------
2     CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*           (a)   | |
                                                                  (b)   |X|
--------------------------------------------------------------------------------
3     SEC USE ONLY
--------------------------------------------------------------------------------
4     SOURCE OF FUNDS*

            Not Applicable
--------------------------------------------------------------------------------
5     CHECK BOX IF DISCLOSURE OF LEGAL PROCEEDINGS IS REQUIRED
      PURSUANT TO ITEM 2(d) or 2(e)                                       | |
--------------------------------------------------------------------------------
6     CITIZENSHIP OR PLACE OF ORGANIZATION

            Delaware
--------------------------------------------------------------------------------
                 7     SOLE VOTING POWER

                             0
   NUMBER OF     ---------------------------------------------------------------
     SHARES      8     SHARED VOTING POWER
  BENEFICIALLY
    OWNED BY                 0
      EACH       ---------------------------------------------------------------
   REPORTING     9     SOLE DISPOSITIVE POWER
  PERSON WITH
                             0
                 ---------------------------------------------------------------
                 10    SHARED DISPOSITIVE POWER

                             0
--------------------------------------------------------------------------------
11    AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

         Beneficial ownership of all shares disclaimed by KKR 1996 GP LLC
--------------------------------------------------------------------------------
12    CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (11) EXCLUDES CERTAIN SHARES*
      | |
--------------------------------------------------------------------------------
13    PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (11)

            Not applicable (see 11 above)
--------------------------------------------------------------------------------
14    TYPE OF REPORTING PERSON*
            OO
--------------------------------------------------------------------------------

                      *SEE INSTRUCTIONS BEFORE FILLING OUT

<PAGE>

                         AMENDMENT NO. 2 TO SCHEDULE 13D

ITEM 2.  IDENTITY AND BACKGROUND.

            This Statement on Schedule 13D relates to shares of Common Stock,
par value $.001 per share ("Company Common Stock"), of About.com, Inc., a
Delaware corporation (the "Company"), as previously filed on November 8, 2000,
and amended by Amendment 1 to the Schedule 13D, as previously filed on December
7, 2000, by PRIMEDIA Inc., a Delaware corporation ("PRIMEDIA") for and on behalf
of itself, MA Associates, L.P., a Delaware limited partnership ("MA
Associates"), FP Associates, L.P., a Delaware limited partnership ("FP
Associates"), Magazine Associates, L.P., a Delaware limited partnership
("Magazine Associates"), Publishing Associates, L.P., a Delaware limited
partnership ("Publishing Associates"), Channel One Associates, L.P., a Delaware
limited partnership ("Channel One Associates"), KKR Partners II, L.P., a
Delaware limited partnership ("Partners"), KKR Associates, L.P., a New York
limited partnership ("KKR Associates"), which is the sole general partner of MA
Associates, FP Associates, Magazine Associates, Publishing Associates, Channel
One Associates and Partners, Abra LLC, a Delaware limited liability company
("Abra LLC"), KKR 1996 Fund, L.P., a Delaware limited partnership which is the
sole member of Abra LLC ("KKR 1996 Fund"), KKR Associates 1996 L.P., a Delaware
limited partnership which is the sole general partner of KKR 1996 Fund ("KKR
Associates 1996"), and KKR 1996 GP LLC, a Delaware limited liability company
which is the sole general partner of KKR Associates 1996 ("KKR 1996 LLC") (MA
Associates, FP Associates, Magazine Associates, Publishing Associates, Channel
One Associates, Partners, KKR Associates, Abra LLC, KKR 1996 Fund, KKR
Associates 1996 and KKR 1996 LLC, collectively, the "Majority Stockholders") is
hereby amended with respect to the items set forth below. Capitalized terms used
herein without definition have meanings ascribed to such terms in Schedule 13D.
An agreement among the Reporting Persons with respect to the filing of this
statement is attached as Exhibit 6 hereto.

            Abra LLC is principally engaged in the business of investing in
securities. The address of Abra LLC's principal business and office is 9 West
57th Street, New York, New York 10019.



ITEM 3.  SOURCE AND AMOUNT OF FUNDS OR OTHER CONSIDERATION.

            As more fully described in Item 4 hereof, the funds used by Abra LLC
in connection the purchase of an aggregate of 1,035,400 shares of Company Common
Stock in the open market were provided from general funds available to Abra LLC.

ITEM 4.  PURPOSE OF THE TRANSACTION.

            On December 11, 2000, Abra LLC purchased 50,400 shares of Company
Common Stock for a net purchase price of $(24.4509) per share in cash and an
aggregate purchase price of $1,232,325.

                                 Page 17 of 21

<PAGE>

            On December 12, 2000, Abra LLC purchased 500,000 shares of Company
Common Stock for a net purchase price of $24.125 per share in cash and an
aggregate purchase price of $12,062,500 and 500,200 shares of Company Common
Stock for a net purchase price of $24.375 per share in cash and an aggregate
purchase price of $12,192,375.

            The Reporting Persons may, from time to time, acquire additional
Company Common Stock in the open market or through privately negotiated
transactions.

ITEM 5.  INTEREST IN SECURITIES OF THE ISSUER.

            (a) The responses of the Reporting Persons to Rows (7) through (13)
of the cover page of this statement on Schedule 13D are incorporated herein by
reference.

            Except as disclosed in this Item 5(a), none of the Reporting
Persons, nor, to the best knowledge of the Reporting Persons, any of the other
persons named in Item 2 or on Schedule A hereto, beneficially owns any shares of
Company Common Stock.

            (b) The responses of the Reporting Persons to (i) Rows (7) through
(13) of the cover page of this statement on Schedule 13D and (ii) Item 5(a)
hereof are incorporated herein by reference. As further described in Item 4,
Abra LLC purchased an aggregate of 1,050,600 shares of Company Common Stock
in the open market for an aggregate purchase price of $25,487,200. Abra LLC's
acquisitions of Company Common Stock as described in Item 4 may mean that it
and the other Reporting Persons are a "group" for purposes of Rule 13d-1 of the
Securities Exchange Act of 1934, as amended.

            Except as disclosed in this Item 5(b), none of the Reporting
Persons, nor, to the best knowledge of the Reporting Persons, any of the other
persons named in Item 2 or on Schedule A hereto, presently has the power to vote
or to direct the vote or to dispose or direct the disposition of any of the
shares of Company Common Stock or other securities of the Company which they
may be deemed to beneficially own.

            (c) Except as disclosed in Item 4 hereof, none of the Reporting
Persons, nor, to the best knowledge of the Reporting Persons, any of the other
persons named in Item 2 or on Schedule A hereto, has effected any transaction in
the Company Common Stock during the past 60 days.

            (d)  Not applicable.

            (e)  Not applicable.

            Neither the filing of this Schedule 13D or any amendment thereto,
nor anything contained herein is intended as, or should be construed as, an
admission that the Reporting Persons are the "beneficial owner" of any shares of
Company Common Stock or other securities of the Company.


                                 Page 18 of 21

<PAGE>

ITEM 7.  MATERIAL TO BE FILED AS EXHIBITS.

     6.   Joint Filing Agreement, dated as of December 13, 2000, between
          PRIMEDIA Inc., MA Associates, L.P., FP Associates, L.P., Magazine
          Associates, L.P., Publishing Associates, L.P., Channel One Associates,
          L.P., KKR Partners II, L.P., KKR Associates, L.P., Abra LLC, KKR 1996
          Fund, L.P., KKR Associates 1996 L.P. and KKR 1996 GP LLC relating to
          the filing of a joint statement on Schedule 13D.

                                 Page 19 of 21

<PAGE>

                                    SIGNATURE

            After reasonable inquiry and to the best of my knowledge and belief,
I certify that the information set forth in this Schedule 13D is true, complete
and correct.

                                    PRIMEDIA INC.


                                    By: /s/ Charles McCurdy
                                        ----------------------------------------
                                        Name:  Charles McCurdy
                                        Title: President

                                    KKR 1996 FUND, L.P.


                                    By: KKR 1996 Fund, L.P.
                                         Its Managing Member


                                    By: KKR Associates 1996 L.P.
                                         Its General Partner


                                    By: /s/ Perry Golkin
                                        ----------------------------------------
                                        Member

                                    KKR ASSOCIATES 1996 L.P.

                                    By:  KKR 1996 GP LLC
                                          Its General Partner


                                    By: /s/ Perry Golkin
                                        ----------------------------------------
                                        Member

                                    ABRA LLC


                                    By: KKR 1996 Fund, L.P.
                                         Its Managing Member


                                    By: KKR Associates 1996 L.P.
                                         Its General Partner

                                    By: KKR 1996 GP LLC
                                         Its General Partner


                                    By: /s/ Perry Golkin
                                        ----------------------------------------
                                        Member

                                    KKR 1996 GP LLC


                                    By: /s/ Perry Golkin
                                        ----------------------------------------
                                        Member

                                    MA ASSOCIATES, L.P.
                                    By:  KKR Associates, L.P.
                                          Its General Partner


                                    By: /s/ Perry Golkin
                                        ----------------------------------------
                                          A General Partner

                                 Page 20 of 21

<PAGE>

                                    FP ASSOCIATES, L.P.
                                    By:  KKR Associates, L.P.
                                      Its General Partner


                                    By: /s/ Perry Golkin
                                        ----------------------------------------
                                          A General Partner

                                    MAGAZINE ASSOCIATES, L.P.
                                    By:  KKR Associates, L.P.
                                      Its General Partner


                                    By: /s/ Perry Golkin
                                        ----------------------------------------
                                            A General Partner

                                    PUBLISHING ASSOCIATES, L.P.
                                    By:  KKR Associates, L.P.
                                      Its General Partner


                                    By: /s/ Perry Golkin
                                        ----------------------------------------
                                            A General Partner

                                    CHANNEL ONE ASSOCIATES, L.P.
                                    By:  KKR Associates, L.P.
                                      Its General Partner


                                    By: /s/ Perry Golkin
                                        ----------------------------------------
                                            A General Partner

                                    KKR PARTNERS II, L.P.
                                    By:  KKR Associates, L.P.
                                      Its General Partner


                                    By: /s/ Perry Golkin
                                        ----------------------------------------
                                            A General Partner

                                    KKR ASSOCIATES, L.P.


                                    By: /s/ Perry Golkin
                                        ----------------------------------------
                                            A General Partner

DATED:  December 13, 2000

                                 Page 21 of 21

<PAGE>

                                INDEX TO EXHIBITS

ITEM 8.           MATERIAL TO BE FILED AS EXHIBITS.



--------------------------------------------------------------------------------
EXHIBIT NUMBER     DESCRIPTION OF EXHIBITS
--------------------------------------------------------------------------------

     6.   Joint Filing Agreement, dated as of December 13, 2000, between
          PRIMEDIA Inc., MA Associates, L.P., FP Associates, L.P., Magazine
          Associates, L.P., Publishing Associates, L.P., Channel One Associates,
          L.P., KKR Partners II, L.P., KKR Associates L.P., Abra LLC, KKR 1996
          Fund, L.P., KKR Associates 1996 L.P. and KKR 1996 GP LLC relating to
          the filing of a joint statement on Schedule 13D.

--------------------------------------------------------------------------------


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