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DM Bankable Release FINAL2

DM Bankable Release FINAL2

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Published by Kara Swisher

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Published by: Kara Swisher on Jun 29, 2010
Copyright:Attribution Non-commercial


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Contact:Lisa Israel, Coburn Communication, Inc. for BankableLisa.Israel@coburnWW.com 212-536-9825Quinn Daly, Demand MediaQuinn@demandmedia.com 310-394-6429
Demand Media and Bankable Announce Dealto Launch a Beauty and Fashion Online Destination
International Icon and Leading Visionary, Tyra Banks, Partners with New Media Company to Create New Online Beauty & Fashion Brand 
SANTA MONICA, Calif., June 29, 2010
--Demand Media, Inc., a leading online media company, andBankable, a company focused on beauty and entertainment, today announced an exclusive partnershipto create a new digital consumer-focused brand dedicated to beauty and fashion. Together, DemandMedia and Tyra Banks plan to launch a multi-platform digital presence embodying her uniquephilosophy of Beauty Inside & Out, closely supporting her core mission to expand the definition of beauty. The efforts will include the development of an interactive web property, an engaging onlinevideo series and unique mobile applications. Per the agreement, Tyra Banks will become a shareholderin Demand Media.The Beauty and Fashion category is one of the most dynamic and valuable media market segments andthe recipient of more than $7.5 billion dollars in 2009 according to Advertising Age. While comScorereports more than 47mm unique US visitors to beauty and fashion sites in April 2010, no dominant sitehas emerged online.I have always been passionate about harnessing my experience and knowledge in the beauty andfashion businesses and creating an engine that would provide my audience with inspirational andinstructional content to help them look and feel their best, said Tyra Banks, Chairwoman and CEO of Bankable. I am very confident that with Demand Media, that dream is about to become a reality.
Bankables President and COO, Patrick Vien, adds As Bankable looks to expand its reach and break newground in the beauty and fashion sectors, this new partnership will propel our digital efforts in dynamicways. Bankable Digital, a division of Bankable, is now well armed to take a leadership position in themobile and online worlds.Having conquered the world of fashion, Banks has gone on to build an impressive media company thathas developed and executive produced, The Tyra Show, a two-time Emmy award-winning televisionshow, Americas Next Top Model which is entering its 15
cycle and is viewed in over 140 markets with20 international editions, and True Beauty, currently in its second season on ABC. As one of the mostaccomplished entertainment personalities today, the success of Banks has earned her a spot on severalof the most renowned power lists, including being featured twice in Time Magazines 100 MostInfluential People In The World.Demand Media will work with Banks to create a new digital brand that will be inherently social, highlyinteractive and grounded in delivering content and experiences that respond to real consumer demand.Demand Media will leverage its leading content creation platform, social media tools and applicationdevelopment expertise to aggressively build a unique online destination that will launch later this year.Banks will work exclusively with Demand Media to build and promote her online presence on the newproperty with entertaining features, educational videos, inspiring stories and helpful applications.We believe that the Beauty and Fashion segment is a very exciting, yet underserved online market.And while we have the technology platform and online experience to capitalize on the opportunity  wewanted to work with the most talented and successful industry professional to really create a uniqueproduct for consumers and advertisers, said Richard Rosenblatt, chairman and CEO, Demand Media.Tyra is the leading expert and personality in the field of fashion and beauty and we are thrilled to beworking with the person that a generation of young women have grown up with and trust.According to comScore US metrics in May, 2010, the Demand Media network of websites, which includeeHow,LIVE
.com andCracked®, attracted 87mm visitors worldwide, is a US Top 20 web property and ranks in the Top 10 in ten verticals including Home, Health, Lifestyles, Personal Financeand Humor.

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