SANTA MONICA, Calif.--(BUSINESS WIRE)--Demand Media, Inc. (NYSE: DMD), today announced the addition of LEAFtv Founders Geri Hirsch and Erin Falconer. Renowned names in the field of lifestyle video content, Hirsch and Falconer will continue their work expanding the LEAFtv brand as Executive Editor and General Manager, LEAFtv, respectively.
“Bringing LEAFtv to Demand Media enhances our leadership position in the passion categories of home, food and fashion, and Geri and Erin’s expertise bolsters our strength in brand and community building,” said Sean Moriarty, CEO of Demand Media. “Geri and Erin have developed a distinct and authentic lifestyle brand identity that is strongly reflected in the high quality of their video content. Strategically, this is a great fit for us and we welcome them aboard.”
With a demographic that skews towards millennial women, LEAFtv provides lifestyle how-to videos covering topics that range from floral arrangement and home improvement to food preparation and beauty tips. The videos incorporate a “shoppable” feature that allows viewers to click through to purchase featured items. LEAFtv has also partnered with Fortune 500 companies in producing branded video content.
“Demand Media is the perfect home for us because the people here share our passion for high production values and expert-driven content for the living, eating and fashion categories,” said Hirsch, co-founder and executive editor of LEAFtv. “We’re eager to not only grow our business here, but to also collaborate with all the great brands within the Demand portfolio.”
“I’m excited that our audience will continue to experience all of our great content under the LEAFtv brand, while our relationship with Demand allows us to tap into their resources to explore new product features and categories,” added Falconer, co-founder and general manager, LEAFtv.
Demand Media will also draw upon Hirsch and Falconer’s experience as leading lifestyle bloggers. Hirsch is the creator and editor of BECAUSE I’M ADDICTED, a blog that chronicles fashion, music, food and art trends, while Falconer co-created and edits a self-development blog, PickThe Brain, listed in Forbes magazine’s 2013 top 100 Most Influential Sites for Women. Neither blog is included in the acquisition.
About Demand Media
Demand Media, Inc. (NYSE: DMD) is a diversified Internet company that builds platforms across our media (eHow, LIVESTRONG.com, Cracked and LEAFtv) and marketplace (Society6 and Saatchi Art ) properties to enable communities of creators to reach passionate audiences in large and growing lifestyle categories. In addition, Demand Media’s content marketing (studioD) and programmatic (Demand360) offerings help advertisers find innovative ways to engage with their customers. For more information about Demand Media, visit www.demandmedia.com.