One main point in marketing crocheting towards such a niche community is knowledge. Many of these consumers have spent years with the craft and expect nothing but accuracy from anything they read. The communal nature of crocheting lends well to word of mouth marketing and as communities have shifted from in-person to online, so has the crotchetier. Online communities and networks have sprouted up where users can discuss patterns that have worked for them and display their products. In order to market a crotchetier to these communities, companies looking to sell merchandise to these communities can reach them through advertisements on search engines and niche websites alike. Some do this by creating an online newsletter with tips and printable patterns that runs weekly or monthly, while others market online by changing their print publication into an electronic publication viewable by subscription only.