New Site Design Offers Engaging User Experience and Innovative Cross-Platform Sponsorship Opportunities
ATLANTA, June 30, 2008 - Today, the award-winning website HowStuffWorks.com launched its first-ever marketing campaign, using unique and attention-grabbing video to compel people to "Keep Asking" - to dig deeper and get a better understanding of how the world actually works. Whether it be everyday, obscure, historical or news-related information, visitors to the site will find what they need to satisfy their curiosity online. The break-through campaign will run across Discovery Communications' online and TV assets.
Discovery Communications acquired HowStuffWorks six months ago to further strengthen the company's global position as the number-one nonfiction media company dedicated to providing knowledge and satisfying curiosity across all platforms. The launch of the new marketing campaign demonstrates the natural alignment between the brands. HowStuffWorks will now reach Discovery's audience of information seekers and introduce them to an extensive library of high-quality and easy to understand explanations spanning from solar cells to skyscrapers, from hybrid cars to HDTV, and countless other topics. Consumers can view the commercials and get behind-the-scenes information at www.howstuffworks.com.
"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. "In addition to the launch of the campaign, we've continued to make good progress since the acquisition closed. HowStuffWorks has contextually integrated content from Discovery's assets, launched a new site design, and experienced a 50 percent growth in its web traffic."
The combination of narrative, images and video creates an unrivaled multimedia experience on the company's newly redesigned website. With more intuitive navigation, simplified design, and enhanced search results, the site is a more engaging experience for consumers, making it easier for them to find the information they seek.
The "Keep Asking" theme and the new site design coupled with HowStuffWorks' trusted, editorially vetted content create an ideal environment for advertisers to move beyond the standard banner buy and into deeper consumer engagement through customizable content strategies. HowStuffWorks' quality-driven editorial strategy enables advertisers to be confident of the accuracy and relevancy of the information with which they are associating their brands. For automotive marketers this could mean reaching people who want information on hybrid cars, car financing and everything in between. For home improvement marketers it could mean exposure to large-scale home remodelers and do-it-yourself novices.
"By combining two of the highest-quality content producers in their respective formats, who effectively own knowledge and curiosity online and on-air, we are creating vast potential for advertisers," said Kathy Kayse, Executive Vice President, Digital Media Sales, Discovery Communications. "HowStuffWorks' innovative advertising platform and contextual relevance will position our clients in front of the right consumers, at the right time, and in the right way."
HowStuffWorks' marketing campaign was developed by its creative agency, Preston Kelly, Inc.
HowStuffWorks.com (www.howstuffworks.com) is an online source of credible, unbiased and easy-to-understand explanations of how the world actually works. The site has won hundreds of awards since its inception, including multiple Webby awards, Time Magazine's "25 Web Sites We Can't Live Without" and PC Magazine's "Top 100 Web Sites." In December 2007, HowStuffWorks.com joined with Discovery Communications as part of Discovery's digital media strategy. Headquartered in Atlanta, Ga., HowStuffWorks.com was a subsidiary of The Convex Group, a media and technology company, from 2003 to 2007.
About Discovery Communications
Discovery Communications is the world's number-one nonfiction media company reaching more than 1.5 billion cumulative subscribers in over 170 countries. Discovery empowers people to explore their world and satisfy their curiosity through 100-plus worldwide networks, led by Discovery Channel, TLC, Animal Planet, Science Channel, Planet Green, Investigation Discovery and HD Theater, as well as leading consumer and educational products and services, and a diversified portfolio of digital media services including HowStuffWorks. Discovery Communications is owned by Discovery Holding Company (NASDAQ: DISCA, DISCB), Advance/Newhouse Communications and John S. Hendricks, Discovery's founder and chairman. For more information, please visit www.discoverycommunications.com.
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