Demand Media Launches Stronger – New Online Fitness and Nutrition Program that Builds on LIVESTRONG.COM’s Success


New product is another key initiative in Demand’s growing paid content portfolio

SANTA MONICA, Calif.--(BUSINESS WIRE)--Jun. 27, 2013-- Demand Media® (NYSE:DMD) today announced the launch of Stronger, a unique digital fitness and nutrition program that is available to users on a monthly subscription basis. The Stronger program is another key initiative in the company’s growing paid content portfolio that includes Creativebug, a subscription-based online site offering high-quality arts and craft video workshops that was acquired by Demand earlier this year.

“We’re building on the success of LIVESTRONG.COM and its world community of 26 million monthly unique visitors1 to launch a new subscription-based video fitness program that complements the site’s core offerings. We believe the scalability of our content creation platform will allow us to quickly expand our paid content efforts, which could include introducing new fitness programs targeted at specific segments of the market, from yoga enthusiasts to new moms,” said  Stewart Marlborough , Executive Vice President of Media at Demand Media.

The Stronger Experience

Millions of users already enjoy the Content For Real Life that’s offered on LIVESTRONG.COM, including exercise tips, nutritional information, tracking tools and an active community. Stronger brings together these key components in an integrated program, allowing consumers the option to pay for a more customized approach tailored to their specific fitness and weight loss goals – all in one convenient online destination.

  • High intensity videos including 30-minute workouts with daily motivation and coaching led by former professional soccer player and celebrity trainer  Nicky Holender
  • Personalized meal plans with hundreds of new simple-to-prepare recipes from nationally recognized nutrition expert  Keri Glassman . The meal plans have 4 dietary options: omnivore, vegetarian, vegan, gluten-free
  • Interactive dashboard integrates the existing and highly successful MyPlate calorie tracker tool and provides access to an online food library of more than 1 million items
  • Community for subscribers to get tips and support as they share their experience with the Stronger program

Stronger is a natural evolution of what we’ve learned from LIVESTRONG.COM. Taking our insights about how people use our content and tools, we’ve created a fitness product that removes a lot of the obstacles that stand in the way of people achieving their goals,” added  Michael Kirby , Senior Vice President and General Manager of LIVESTRONG.COM. “We’ve designed a program that requires no gym and no equipment that’s personalized for your convenience. We deliver easy-to-follow body-weight exercises, meal plans and recipes on any internet-connected screen - on desktop, mobile or tablet. Everything is easily tracked through the dashboard, which was developed from understanding how users are using MyPlate.”

About Demand Media

Demand Media, Inc. (NYSE: DMD) is a leading digital media and domain services company that informs and entertains one of the internet’s largest audiences, helps advertisers find innovative ways to engage with their customers and enables publishers, individuals and businesses to expand their online presence. Headquartered in Santa Monica, CA, Demand Media has offices in North America, South America and Europe. For more information about Demand Media, please visit

Cautionary Information Regarding Forward-Looking Statements

This press release contains forward-looking statements within the meaning of the safe harbor provisions of the Private Securities Litigation Reform Act of 1995, as amended. These forward-looking statements involve risks and uncertainties regarding the Company's future financial performance, and are based on current expectations, estimates and projections about our industry, financial condition, operating performance and results of operations, including certain assumptions related thereto. Statements containing words such as guidance, may, believe, anticipate, expect, intend, plan, project, projections, business outlook, and estimate or similar expressions constitute forward-looking statements. Actual results may differ materially from the results predicted, and reported results should not be considered an indication of future performance. Potential risks and uncertainties include, among others: our ability to complete a separation of our business as announced herein and unanticipated developments that may delay or negatively impact such a transaction; the possibility that we may decide not to proceed with the separation of our business as announced herein if we determine that alternative opportunities are more favorable to our stockholders; the possibility that we decide to separate our business in a manner different from that disclosed herein; the impact and possible disruption to our operations from pursuing such a separation transaction announced herein; our ability to retain key personnel; the high costs we will likely incur in connection with such a transaction, which we would not be able to recoup if such a transaction is not consummated; the expectation that the transaction announced herein will be tax-free; revenue and growth expectations for the two independent companies following the separation of our business; the ability of each business to operate as an independent entity upon completion of such a transaction; changes in the methodologies of internet search engines, including ongoing algorithmic changes made by Google as well as possible future changes, and the impact such changes may have on page view growth and driving search related traffic to our owned and operated websites and the websites of our network customers; changes in our content creation and distribution platform, including the possible repurposing of content to alternate distribution channels, reduced investments in intangible assets or the sale or removal of content; our ability to successfully launch, produce and monetize new content formats; the inherent challenges of estimating the overall impact on page views and search driven traffic to our owned and operated websites based on the data available to us as internet search engines continue to make adjustments to their search algorithms; our ability to compete with new or existing competitors; our ability to maintain or increase our advertising revenue; our ability to continue to drive and grow traffic to our owned and operated websites and the websites of our network customers; our ability to effectively monetize our portfolio of content; our dependence on material agreements with a specific business partner for a significant portion of our revenue; future internal rates of return on content investment and our decision to invest in different types of content in the future, including premium video and other formats of text content; our ability to attract and retain freelance creative professionals; changes in our level of investment in media content intangibles; the effects of changes or shifts in internet marketing expenditures, including from text to video content as well as from desktop to mobile content; the effects of shifting consumption of media content from desktop to mobile; the effects of seasonality on traffic to our owned and operated websites and the websites of our network customers; our ability to continue to add partners to our registrar platform on competitive terms; our ability to successfully pursue and implement our gTLD initiative; changes in stock-based compensation; changes in amortization or depreciation expense due to a variety of factors; potential write downs, reserves against or impairment of assets including receivables, goodwill, intangibles (including media content) or other assets; changes in tax laws, our business or other factors that would impact anticipated tax benefits or expenses; our ability to successfully identify, consummate and integrate acquisitions; our ability to retain key customers and key personnel; risks associated with litigation; the impact of governmental regulation; and the effects of discontinuing or discontinued business operations. From time to time, we may consider acquisitions or divestitures that, if consummated, could be material. Any forward-looking statements regarding financial metrics are based upon the assumption that no such acquisition or divestiture is consummated during the relevant periods. If an acquisition or divestiture were consummated, actual results could differ materially from any forward-looking statements. More information about potential risk factors that could affect our operating and financial results are contained in our annual report on Form 10-K for the fiscal year endingDecember 31, 2012 filed with the Securities and Exchange Commission( on March 5, 2013, and as such risk factors may be updated in our quarterly reports on Form 10-Q filed with the Securities and Exchange Commission, including, without limitation, information under the captions Risk Factors and Management's Discussion and Analysis of Financial Condition and Results of Operations.

Furthermore, as discussed above, the Company does not intend to revise or update the information set forth in this press release, except as required by law, and may not provide this type of information in the future.

1 Source: comScore, April 2013

Source: Demand Media

Investor Contact:
Demand Media
Julie MacMedan, 310-917-6485
Media Contact:
Demand Media
Jean Lin, 310-319-6854