The reason Howdini exists is because it clearly targets a certain group of people, mostly women. Women who are looking to find
out certain kinds of things. It has its own voice and its own personality and really
the way that it delivers information. Howdini’s really like the editor of a
magazine or it’s a magazine itself. In that it’s a way of
speaking to the consumer and knowing that you’re able to get messages through, and it stands for something. It now has hundreds of millions of views around the web and what Howdini stands for is a brand of content that is upbeat and personable and always well shot and always well lit and always
uses, for example, national experts. People who have been on television; people who know how to communicate a message with really well researched
journalistic approach to the content that we take and that’s what the consumer sees.