Demand Media acquires Creativebug to expand its instructional videos for arts and crafts on eHow

Demand Media, a digital content firm that owns eHow and Cracked.com, has announced its acquisition of Creativebug today, a website for instructional videos on various arts and crafts.

Creativebug’s focus on how-to videos and workshops should complement eHow, the popular portal for advice and instructions on just about anything. In 2012, Demand Media says eHow attracted nearly 50 million visitors, who looked at more than 100 million pages in its top craft categories including knitting, sewing, jewelry-making and wood-working.

It makes sense, therefore, for Demand Media to expand its offering in this area. It’s unclear at the moment whether Creativebug will merge with eHow, although Dan Brian, Executive Vice President of Media at Demand Media, said eHow visitors “will be able to access Creativebug’s video workshops led by the top artists and designers in the world.”

Demand Media has said that the acquisition is part of its ongoing expansion into e-Learning. On eHow, the firm has seen the interest in its craft-related content on grow by more than 20 percent every year for the last three years. To keep up with demand, the firm has therefore increased its video production by 29 percent over the same period.

Joanne Bradford, Chief Marketing and Revenue Officer at Demand Media, said the acquisition of Creativebug reflected the “disruption and reinvention” currently taking place in regards to how people learn and practise new skills.

“They are increasingly going online to learn both practical and creative skills, and we believe this convergence has huge potential,” she said.

“Instead of browsing at a bookstore or attending a class at the local community college, people are going online to learn from a world-renowned expert at a time that fits their schedule.”

Creativebug, based in San Francisco, generates revenue by charging users a subscription, which starts at $24.99 per month, for unlimited access to its video workshops. The firm does, however, also offer the option of paying for classes on a pay-as-you-go basis.

Workshops are added every week and users can save videos to their own library so they can watch them later or refer to it at another time. Again, it’s unclear whether this pricing model will be affected following the acquisition.

Image Credit:  ROLAND WEIHRAUCH/AFP/GettyImages