Discovery Pushing HowStuffWorks.com
Discovery – owned HowStuffWorks.com is launching its first-ever marketing campaign in hopes of attracting more users and advertisers.
Discovery Communications purchased the U.S. branch of HowStuffWorks six months ago for $250 million. The marketing campaign includes 30-second spots on Discovery’s online properties along with its TV properties.
HowStuffWorks has a monthly audience of 15 million visitors and hopes that its new campaign will increase that number. Since Discovery purchased the property the site has seen a 50 percent increase in traffic.
In Google search results, HowStuffWorks has improved its ranking but still lags behind rivals Wikipedia and About.com.
Discovery’s strategy is to drive traffic to HowStuffWorks by promoting the site on its cable channels, which includes Discovery Channel, TLC, Animal Planet, Science Channel and Planet Green. Discovery is running a month long promotional campaign in July called "Keep Asking" that will feature 30-second ads on television and banner ads online in order to promote HowStuffWorks.
"This new campaign supports the site’s core value proposition of ‘making you smarter’ by motivating people to go beyond the first layer of information and get the underlying explanation, which they can find at HowStuffWorks.com," said Jeff Arnold, CEO of HowStuffWorks.com