June 18, 2010 / 9:59 PM / 10 years ago

Procter & Gamble launches male homemaking tip site

* P&G brands will sponsor sections of site

* Site gives men advice on parenting, cleaning and cooking

* Tough job market seen producing more stay-at-home men

By Emily Stephenson

CHICAGO, June 18 (Reuters) - Procter & Gamble (PG.N) has launched a household tips website for the growing number of American men who have become homemakers in a tough job market.

The site, Manofthehouse.com, went live this month and offers the kind of advice on child-rearing, cleaning and cooking more often found in women’s magazines.

The site will eventually be used as a vehicle for advertising P&G’s household and other brands, said Jeannie Tharrington, spokeswoman for Procter & Gamble Productions.

The launch comes as the United States struggles to emerge from a downturn that hit men’s jobs especially hard, according to U.S. Labor Department unemployment statistics.

“If you take a look at the economy, where you have had men who have lost their jobs and where they are now either sharing the role of parent or being Mr. Mom, then it makes an awful lot of sense to have that kind of resource available,” said Robert Passikoff, president of research and consulting group Brand Keys.

“There’s a fresh group of folks out there in the shopping aisle.”

The site’s editor, Craig Heimbuch, says it isn’t only for stay-at-home dads. The site bills itself as a place for what Heimbuch calls the “post-hunt man” — any man sharing child-rearing and home duties — and encourages readers to “join the real man revolution.”

Heimbuch said there are media outlets for women to share tips about parenting and household issues, but few for men.

“A lot of the things that have changed for men have happened in a generation,” Heimbuch said. “We don’t have that sort of go-talk-to-your-friends mentality.”

So far there isn’t much marketing around articles on the site, carrying such titles as “How to Speak Woman” and “A Grown-Up’s Guide to Hats.” Tharrington said the brands Tide, Gillette, Charmin and Bounty will likely sponsor sections. (Reporting by Emily Stephenson; Editing by Gary Hill) (emily.stephenson@thomsonreuters.com ; +1 312 408 8748))

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