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About.com launches The Spruce, a standalone site for Home Decor and Food



In its continued effort to divide and conquer, About.com is launching yet another standalone media brand in the form of The Spruce, a site dedicated to home improvement and food.

The new site brings over more than 50,000 pieces of content covering home decor/design, food and recipes, gardening, family life, crafts and hobbies, and pets. The idea here is to combine About’s ‘how-to’ expertise with a brand that fits the ‘browsiness’ of these topics.

“For our Finance and Health sites, we see people go very deep on something very narrow like 401ks or Diabetes,” said About.com CEO Neil Vogel. “With home and food, users are more likely to view a wide range of topics and browse the site in a less concentrated way. The Spruce aims to offer that structure with the best possible content.”

Given the type of content available on The Spruce, the company has created a video studio to pump out video content alongside high-traffic how-to articles, whether it’s how to make Creme Brulee or how to hang a shelf.