The Web site HowStuffWorks will begin its first promotional campaign this week using the cable channels, Web sites and TV video clips of its new parent company, Discovery Communications. Last
fall, Discovery spent $250 million buying the United States portion of the online text and video encyclopedia.
Discovery is making HowStuffWorks the cornerstone of its upgraded
digital media strategy. So far, the company's digital media division has been unable to turn a profit.
"To win in the future, Discovery needs to become a pure-play content company on
all platforms," says David Zaslav, Discovery Communications chief. "This is a great opportunity for reaching consumers with quality information."
Read the whole story at The New York Times »