Wednesday, April 2, 2008

Press Release - to Launch 2008

Demand Media and the Lance Armstrong Foundation Announce Agreement to Build

Launching in Q2 of this year, to become the definitive online social conversation for health, fitness and wellness

SANTA MONICA, CA, January 28, 2008 — Demand Media, Inc., the next-generation social media company and the Lance Armstrong Foundation (LAF) announced their plans to work together to build, which will launch next quarter. By leveraging the social media platform and online expertise of Demand Media, the destination will engage users by providing a full spectrum of content, including actionable and personal online tools and professional health, wellness and fitness related content, to help them live better. Per the agreement, LAF and Lance Armstrong will become shareholders in Demand Media.

LIVESTRONG is a global movement dedicated to changing the world through living well. Demand Media will help us drive awareness of ‘living strong’ to a broader audience through its powerful social media tools and Internet marketing expertise,” said LAF founder and chairman Lance Armstrong. “The LAF will continue to support cancer survivorship and call on our nation’s leaders to wage a new war against cancer through will be a practical resource to find information from experts and the community, and a proactive way to have a daily conversation about being healthy and living an active lifestyle.”

As a strategic advisor and ongoing content contributor, Lance will work exclusively with Demand Media to build and promote for the next four years. Demand Media will have an exclusive and perpetual license to the domain and work with the foundation to develop into the leading health, wellness, and fitness destination. Demand Media will provide a perpetual license of its proprietary social media tools to support the LAF army of volunteers on Donors, supporters and survivors will be able to interact on the non-profit site via profiles, messaging, photos and blogs. Members of the LAF army will be invited to preview before its public launch in Q2.

Demand Media was formed to capitalize on the evolution of media where users consume and interact with content based around their own passionate interests. We have developed our platform and network to dynamically create the right combination of professional and user-generated content and applications. We will use this approach to build into the leading health, wellness and fitness destination on the Web, where users help themselves and then help others,” said Demand Media co-founder, chairman and CEO, Richard Rosenblatt. “Working with Lance and the LAF to launch is our most exciting venture to date. By leveraging LIVESTRONG’s brand, Lance’s prominence, and our social media platform, we will change the way people find and engage with health information on the Internet.”

About the Lance Armstrong Foundation
The Lance Armstrong Foundation (LAF) unites people to fight cancer, believing that unity is strength, knowledge is power and attitude is everything. We provide the practical information and tools people battling cancer need to live life on their own terms. We take aim at the gap between what is known and what is done to prevent death and suffering due to cancer. We engage the public at large to pursue an agenda focused on preventing cancer, ensuring access to screening and care, improving the quality of life for people affected by cancer, and investing in needed research. Founded in 1997 by cancer survivor and champion cyclist Lance Armstrong, the LAF is located in Austin, Texas. UNITE at

About Demand Media, Inc.
Demand MediaTM is a leading social media company that provides an interactive, personalized and vertically-focused media experience for users. By using its proprietary social media tools and the unique distribution platform of the world’s second largest domain registrar, Demand Media connects content creators and eager audiences to grow its network of vertical media web properties. The privately held company was founded in May 2006 and is based in Santa Monica, CA, with offices in Austin, San Francisco and Seattle. For more information about Demand Media, Inc., visit:

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