Demand Media Appoints Fitness Expert, Adam Bornstein, as LIVESTRONG.COM's Editorial Director

Fitness Expert, Author and Former Men's Health Editor to Focus on Editorial Excellence and Increased Brand Exposure

SANTA MONICA, Calif., May 04, 2011 (BUSINESS WIRE) -- Demand Media® (NYSE: DMD) today announced it has appointed Adam Bornstein to serve as Editorial Director of LIVESTRONG.COM, the property and destination for all-things related to food, fitness and healthy living. In this new position, Bornstein will be responsible for leading the content strategy, in-house editorial team and distribution of content to emerging platforms including mobile. In addition, Bornstein will partner with Demand Media's studio team to help develop new features and functions to grow and support the ongoing development of new content.

"Adam's dynamic editorial and media industry experience, coupled with his personal passion for fitness and nutrition will make him a vibrant leader and asset to LIVESTRONG.COM," said Dan Brian, LIVESTRONG.COM General Manager. "We are committed to our editorial strategy and delivering a compelling user experience. Adam embodies our vision and we're confident that his expertise will drive the development of successful initiatives that build our brand."

In addition to providing editorial direction and oversight, Bornstein will spearhead the process of identifying and acquiring additional experts to help create engaging content while also applying his personal experience as one of LIVESTRONG.COM's food and fitness experts. "This is an exciting opportunity to inspire, engage and grow the LIVESTRONG.COM community," said Bornstein. "I'm committed to bridging the gap between editorial and our community, and delivering trusted information that will motivate people to live their best life."

Most recently, Bornstein served as fitness editor of Men's Health magazine, where he adopted a hands-on approach when working with the top fitness and nutrition experts and interviewing the world's best athletes. He is co-author of the fitness bestseller The IMPACT! Body Plan and The Men's Health Diet. Adam has also been featured as a fitness expert in prestigious television programs including "Good Morning America," "The Early Show" and E!'s "The Daily 10."


LIVESTRONG.COM inspires and empowers people to achieve their daily goals around living healthy. The site connects visitors with useful tools, trustworthy information and a passionate, engaged community of likeminded people, who are willing to share their experiences. For additional information about LIVESTRONG.COM, please visit:

About Demand Media

Demand Media, Inc. (NYSE: DMD) is a leading content and social media company. Through its owned and operated web properties reaching more than 100 million monthly visitors, global network of digital partners, and innovative content studio, Demand Media publishes what the world wants to know and share. Founded in 2006, Demand Media is headquartered in Santa Monica, CA with offices in Bellevue, WA, Austin, TX, Chicago, IL, New York, NY and London, UK. For more information about Demand Media visit

© 2011 Demand Media, Inc.

LIVESTRONG is a registered trademark of the Lance Armstrong Foundation. The Lance Armstrong Foundation is a registered 501(c)(3) under federal tax guidelines.Demand Media, Inc. and Demand Media are trademarks and/or registered trademarks of Demand Media, Inc. in the United States and/or other countries.All other trademarks may be trademarks of their respective owners.

SOURCE: Demand Media

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