Business

‘HOW TO’ NEW GO-TO ON WEB

Operators of “How To” Web sites are betting that a downturn in the economy will translate into a spike in their traffic and advertising dollars as do-it-yourself projects become increasingly popular among cost-conscious consumers.

Visits to “How To” sites – instructional sites that offer tips from a mix of experts and other users on a wide range of topics including home repair, technology support, cooking, fitness and health – are already on the rise in the US.

Digital-research firm Hitwise reports that visits to 10 of the leading “How To” destinations on the Web are up 4 percent year-over-year as of September. In addition, traffic is up 2 percent between August and September.

“In tougher economic times people are looking to save money and do more things for themselves, whether it’s making their home more efficient, or learning how to save more on gas,” said Greg Boudewijn, GM of eHow.com.

Howcast.com, a new video-focused “How To” start-up from a trio of veterans of Google and YouTube, recently launched a new feature called “Riding out the Recession” with tips on applying for unemployment, saving money with coupons and “living on practically nothing.”

In addition, Howcast is also a distributor of instructional videos from the likes of Home Depot, with tips on topics like caulking a window or bathtub. A number of “How To” sites are now looking to develop more integrated marketing and advertising relationships with home-improvement brands.

“How To” emerged earlier this year as a hot category among venture capitalists who have pumped millions into the space, driven by stats from Hitwise analyst Bill Tancer that the term was included in as much as 3 percent of all online search queries in 2007.

The quickly crowded field also includes 5Min.com, Instructables.com, and Videojug.com

However, much of the category sprouted up anticipating moving beyond the basic “fix-it” audience.

The vision for many of these sites is to create lifestyle communities around a broad array of tips, tricks and advice on subjects including sex, relationships and gadgets. Tancer noted that the top 10 “How To” searches last year included, “How to tie a tie,” “How to lose weight” and “How to levitate.”