Procter & Gamble has launched a household tips website for the growing number of American men who have become homemakers in a tough job market according to a Reuters report.

The site,, 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.”

Photo by Procter & Gamble.