Demand Media Launches New Featuring Pluck Social Media Tools

New Interactive Browse By Map and Social Networking Capabilities Serve Growing Community of Outdoor Enthusiasts

SANTA MONICA, Calif.--(BUSINESS WIRE)--Demand Media, a leading social media company, today announced that its property®, the largest and most comprehensive active outdoor lifestyle source on the Internet, has been relaunched to help its growing community of 1.3 million passionate members live a better life outdoors. A new interactive Browse by Map feature helps users pinpoint the best trails within a specified region. The sites new content applications and social media functionality, powered by Pluck®, helps users access the most detailed and up-to-date trails information as well as connect with other users to share experience and knowledge about their outdoor lives.

“ has always been a popular site with a passionate user base. We believe this is a direct result of our high quality content and features, and today we are taking our site to a whole new level”

The re-launch comes on the heels of a 43% increase in traffic growth year-over-year(a), and with thousands of new members joining the website every day. has always been a popular site with a passionate user base. We believe this is a direct result of our high quality content and features, and today we are taking our site to a whole new level, explained Ken Clark, general manager of We listened to our community and, leveraging our Pluck technology team, built applications that we know our community wants and will use regularly. We expect the site to grow at an even faster pace than weve seen to date.

The tremendously popular MyTrails section is now expanded to include Pluck® SiteLife social media tools that make it possible to upload trail photos, create user profiles, and track favorites and activities via a dashboard. In addition to the new look and feel, the new interactive Browse by Map feature helps users quickly find trails in the areas in which they live or are going to visit. For the first time, the annual Top Trails list, which is voted on by tens of millions of users every year, will be accessible from the homepage and can be filtered to show Top Trails by a specific activity or by state.®, which is a subscription-based website, will now have features available to all visitors who choose not to pay the annual fee. For example, all visitors will now have access to the new Browse by Map functionality and top-line content including trail summaries, trail photos, trail reviews, weather data and nearby accommodations. Paid subscribers will continue to have access to premium content which includes detailed trail guides for over 43,000 trails and unlimited topography maps for the entire United States which are now enhanced with advanced controls and features to organize, track and share their outdoor experiences.

About®, a Demand Media platform, is the most complete online planning resource for self-guided outdoor and adventure travel in North America. Launched in 2001, is the fastest-growing outdoor website made up of a team of enthusiasts with backgrounds in web development, project management, outdoor retail, digital content, and information technology. The team has traveled and explored all over North America and internationally in Europe, Asia, South America, and Africa. They have thoroughly explored the outdoors in their native regions of New England, the Rocky Mountains, Canada, and the Pacific Northwest. The team is passionate about the outdoors, and frequently participates in activities that include hiking, backpacking, mountain biking, snowshoeing, mountaineering, trail running, and sea kayaking.

About Demand Media

Demand Media is a leading online producer, publisher and syndicator of professional content and social media solutions. Utilizing its own vertical media network, original made-for-internet content, and proprietary Pluck social media tools to deliver over 2 billion interactions each month, Demand Media is building the worlds largest content and social media marketplace. Today the companys solutions power leading publishers, brands and retailers, including USA Today, Circuit City, Discovery, Condé Nast, Real Networks, Scotts and The Guardian. The privately held company was founded in May 2006 and is based in Santa Monica, CA, with offices in Bellevue, WA; Austin, TX; and London, UK. For more information about Demand Media, Inc., please visit:

© 2008 Demand Media, Inc. All rights reserved. Demand Media, Pluck, SiteLife, and are trademarks or registered trademarks in the United States and/or other countries.

(a) Google Analytics May 2007-May 2008


Demand Media
Quinn Daly, 310-394-6429

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