From the article:
Discovery Communications, which owns the Discovery Channel, TLC and Animal Planet, plans to integrate more than 100,000 hours of programming on HowStuffWorks.com, which had 3.9 million unique U.S. visitors and 18 million page views this September, according to ComScore.
The latest digital property Discovery Communications purchased to help them build social-networking communities is HowStuffWorks. Animal Planet acquired Petfinder.com in November 2006 and Planet Green purchased Treehugger.com in early August.
With this acquisition, Discovery Communications has the capacity to create content that my be easily monetized. The example given in the article is about hybrid cars. HowStuffWorks can provide a variety of information, from how hybrids work to videos of concept cars to related articles on carbon emissions. Thus the advertiser can choose exactly where to place their ads.