Rachael Ray and “Buddies” Spice Up eHow Food


Rachael Brings New Inspiration, Creative Vision and a New Generation of Culinary Trailblazers to eHow.com

SANTA MONICA, Calif., June 6, 2011 -- eHow.com, a Demand Media (NYSE: DMD) property and leading online destination for practical, trusted advice and know-how, today officially announced the launch of the eHow Food channel in partnership with lifestyle expert and television personality Rachael Ray. As part of the partnership, Ray brings with her a group of Buddies—her talented friends, who are experts and up-and-coming voices in food. Now the millions of people who come to eHow.com, hungry for specialized and accessible food content, will have access to new series, videos, feature articles and original blog posts with the personal touch of Ray and her Buddies, in a community that allows them to share their experiences.

The eHow and Ray partnership is founded on a mutually held understanding of the personal—and frequently intimidating—nature of food. As millions of people go online to have their food questions answered in real time, this partnership delivers quality content from appealing experts with a personal touch to an engaged audience eager to learn and acquire new skills. By joining up-and-coming voices and well-known experts to bring fresh content to the table, the new eHow Food channel serves the unmet consumer demand in the food, drink and entertaining categories.

"I've been watching all the ways people are engaging with online and traditional media, and as a direct result of this I’ve partnered with Demand Media to create the new eHow Food experience. Whether being a waitress, a manager of a gourmet market, or signing books and reading viewer emails, I’ve spent my career listening to people and giving them what they want; eHow does the same thing in the digital universe," said Rachael Ray. "Together we have an amazing opportunity to tell stories around useful and practical information that is actively being sought by people, and make that information accessible and meaningful. On the new eHow Food, my Buddies and I will share personal experiences and our own viewpoints to make the useful information that people are already seeking even more unique and exciting. On the new eHow Food channel, people have a place to not only learn how to grill the perfect burger, or mix the perfect martini, but they'll also learn the ‘why’ behind the ‘how’ -- the background and personal stories of my Buddies and me that bring this content to life!"

Beyond the basic how-to, the food know-how that Ray and her Buddies will offer on eHow Food personalizes the learning experience, giving visitors advice that feels like it’s from their best friend—who just so happens to be a trained chef or self-taught expert. People of all cooking skill levels can learn the importance of every aspect of recipes, including ingredients, cooking tools and techniques, from each Buddy’s individual perspective.

“The Rachael Ray brand continues to evolve and grow because she listens to what people really want. Like Rachael and her Buddies, we understand the importance of creating simple solutions and products in response to people’s needs,” said Richard Rosenblatt, CEO and co-founder of Demand Media. “The combined talent and inspiration that Rachael and her Buddies bring maps perfectly to eHow’s mission and makes her a strong and exciting partner for us. She brings both the creativity and culinary talent that will enable us to create a world-class brand and original programming on the eHow Food channel.”

Launching today on the eHow Food channel are more than 20 two- to five-minute how-to videos in which Ray’s hand-picked Buddies, including: Heather Bertinetti, Joe Campanale, Daisy Martinez, Josh Ozersky, Evette Rios, Jordan Salcito, and Louisa Shafia, share meaningful tips and tricks that are relevant to their personal passions and mastery with food and drink—including organic ingredients, desserts, cocktails and wine. Each video appeals to a variety of people at different skill levels. From how to grill the perfect burger to how to mix a martini, Rachael Ray’s Buddies educate and entertain the eHow audience online in ways these experts have never done before.

To check out Rachael Ray and her Buddies’ brand-new content, visit the eHow Food channel at http://food.ehow.com.

Previously announced, eHow and Rachael Ray have formed a strategic partnership. They have agreed on a multi-year exclusive partnership to create co-branded content and develop new talent in the Food category.

About Rachael Ray
Rachael Ray is best known as the host of the hit syndicated Emmy Award winning daytime television show “Rachael Ray” produced by CBS Television Distribution in association with Harpo Productions, Scripps Networks and Watch Entertainment. Rachael's warmth, energy, and boundless curiosity also reaches scores of fans through her popular Food Network shows, bestselling cookbooks, her own line of cookware created by Meyer, knives by Furitechnics, signature food ingredients by Colavita and lifestyle magazine Everyday with Rachael Ray. In 2007, Rachael launched the Yum-o! organization, a nonprofit organization dedicated to empowering kids and their families to develop healthy relationships with food and cooking and in 2008 she partnered with Ainsworth Pet Nutrition to create a line of pet food of which all her proceeds are donated to organizations that help animals in need. For more information, visit http://www.rachaelray.com/

About eHow.com
With millions of visitors each month to the Demand Media property, eHow.com is a leading online destination for practical, trusted advice and know-how. eHow.com’s relevant, quality content reaches an engaged and intent driven consumer who is on the site to take action in a specific area of interest, including Home, Money, Style, Health, Family and Food. The site is home to millions of resources, including how-to articles and videos, creating an indispensable environment that people rely upon to accomplish tasks, large and small, and share their experiences and expertise. http://www.ehow.com/

About Demand Media
Demand Media, Inc. (NYSE: DMD) is a leading content and social media company that informs, entertains and connects millions of people every day. Through a portfolio of vertical web properties that reaches more than 100 million monthly visitors, a global network of digital partners, and an 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: http://www.demandmedia.com.

Media Contacts: 
Nicole Rodrigues
Demand Media

Charlie Dougiello
The Door