eHow Launches Tech Channel, Continues Down The “Expert” PathBy: Chris Crum - March 28, 2012
Demand Media has launched a new eHow Tech channel for tips and advice for consumers from “experts” on technology topics. The company refers to it as a “Tech 101″ destination, where consumers can get info for “troubleshooting most tech conundrums.”
“More than 71 million people visit eHow each month, and by analyzing user engagement, we know there is a growing need for online help that translates complex technology problems into easy-to-understand language and straightforward directions,” said Erika Nardini, SVP of sales and marketing at Demand Media. “Last month in the U.S. alone, more than 10 million consumers visited eHow for answers to their technology-related questions. We developed eHow’s new Tech channel as part of our ongoing mission to listen to consumers and provide content that meets their needs.”
RadioShack is currently sponsoring the channel, and Demand Media is highlighting two experts who will contribute on an ongoing basis: Digitwirl.com founder Carley Knoblock and TechnoBuffalo.com founder Jon Rettinger. The former will offer tips on things like Facebook privacy settings, creating effective tweets, etc. The latter will talk about things like 3D TVs, universal remotes, etc.
“Technology is increasingly such a part of our day-to-day lives, but people are just too busy to read lengthy manuals – we all want technology to just work,” said Knobloch. “At eHow Tech, we aim to shorten the learning curve for people with concise, clearly explained instructions and ‘how to’ videos. Through our collaboration with RadioShack, we want to empower users to tackle any curve ball the tech world throws their way and take the anxiety out of using these gadgets we all own and love.”
These two may not be the celebrities that Tyra Banks or Rachael Ray (two other Demand Media partners) are, but it does continue down Demand Media’s path of forming relationships with “experts” in certain areas of interest, and less of the content farm free-for-all, which became quite the controversy for the company, and ultimately led to eHow getting hit by Google’s Panda update last year.
The company did say during an earnings call last month that eHow has not been affected by a Google algorithm change since last July.