LIVESTRONG.COM Empowers Men and Women to Unlock Their Limitless Potential

SANTA MONICA, Calif. Sept. 27, 2011 –LIVESTRONG.COM, a Demand Media® (NYSE: DMD) property and a leading fitness, nutrition and health resource for men and women, today announced its enriched, redesigned site with new branding and customized destinations that enhance the LIVESTRONG.COM consumer experience for both genders.  Additionally, LIVESTRONG.COM is complementing its powerful editorial lineup with expert Advisory Board members who will further ensure content quality, professional insights and will have direct access to the LIVESTRONG.COM community. All new elements point to the Promise LIVESTRONG.COM is making to its members, which is designed to empower and inspire its growing community of more than four million members to maximize their limitless potential and live better, healthier lives.

The New LIVESTRONG.COM

Beginning today, members will notice a tailored, gender-specific content experience  when they visit the site;  including destinations created specifically for men and women, separate newsletters for both groups, as well as personalization tools to help men and women reach specific goals such as shaping up post-baby, building muscle, training for a marathon or toning up for a wedding. The evolution of the site experience is the result of insights gleaned from a LIVESTRONG.COM user survey and site usage data.

“By paying attention to signals and insights given to us from our male and female community members, it’s clear to us that those audiences have different health, fitness and nutrition needs and interests,” said Adam Bornstein, editorial director, LIVESTRONG.COM. “Because we know men represent 74 percent of the members who read about topics such as ‘benefits of rest days for body builders,’ and women represent 105 percent of the members who read ‘weekly diet plans for trying to lose weight,’ the new paths developed for our male and female audiences brings the most relevant content for each member to the forefront, allowing them to get the most from the site every time they visit.”

Bornstein and the editorial team also handpicked a new Advisory Board to provide up-to-the minute information and the latest health, fitness and nutrition-related advice to the community through content and real-time chats on LIVESTRONG.COM’s social channels such as Facebook and Twitter.  The new Advisory Board consists of 16 of the nation’s top experts in diet, nutrition, healthy-cooking and fitness that include: “Skinny Chef” Jennifer Iserloh, celebrity personal trainer Valerie Waters, strength coach Joe Dowdell, and Drs. Chris and Kara Mohr, registered dietician and weight loss educators, respectively, among others. Combined, the Advisory Board members have decades of experience working with individuals and celebrities seeking to improve their health and fitness.

In August, LIVESTRONG.COM received more than 22 million U.S. visits to the site, making it the most visited health site on the Web (Source: Comscore MediaMetrix, August 2011). Since launching in June of 2008, LIVESTRONG.COM has rapidly grown to four million registered members and hosts one of the most loyal, engaged communities online. A recent user survey uncovered that more than 59 percent of LIVESTRONG.COM members return to the site more than once a week. Since the site’s inception in 2008, LIVESTRONG.COM members have tracked more than 28 billion calories via the  website and its suite of mobile applications, resulting in a loss of more than 21 million pounds -  equivalent to the weight of  more than 20 Boeing 747s!

“The best way to deliver an amazing experience is to put our members first and truly listen to their needs. The evolution of our site is a direct reflection of our commitment to create an experience based on insights no one else on the web has,” said Dan Brian, LIVESTRONG.COM general manager.  “Over the last three years, millions of dedicated members continue making strides to improve their lives by logging fitness activities and foods they’ve consumed through our applications. We pay close attention to what our data and insights tell us and use that information to deliver the best tools and experiences to help our members succeed.”

These site enhancements deliver on the new LIVESTRONG.COM Promise to inspire and empower people to live their best lives. This Promise infuses the LIVESTRONG.COM team’s vision for the ongoing development of the site and its inspirational relationship with its community. The site’s mission has been, and continues to be to help consumers make simple daily choices that lead to better habits and lasting change, while creating a community experience that sparks success.

Stats and Facts

• More than 4 million registered members
• More than 22 million monthly visits, U.S. (comScore, August 2011)
• More than 10 million monthly  unique visitors, U.S. (comScore, August 2011)
• More than 59% of members return more than once a week (user survey)
• More than 33% of members return more than once a day (user survey)
• Total calories tracked: 28,212,632,495 (since June 2008)
• Members have consumed more than 91,576,737 glasses of water (since June 2008)

Total weight loss (since June 2008)

Men: 9,365,785 pounds lost

Women: 12,395,562 pounds lost

About LIVESTRONG.COM

LIVESTRONG.COM inspires and empowers people to achieve their daily goals around healthy living. The site connects visitors with useful tools, trustworthy information and a passionate, engaged community of likeminded people, who are willing to share their experiences. For additional information about LIVESTRONG.COM, please visit: www.LIVESTRONG.COM

About Demand Media
Demand Media, Inc. (NYSE: DMD) is a leading content and social media company. Through brands like eHow, LIVESTRONG.COM, Cracked and typeF, Demand Media informs and entertains one of the Internet’s largest audiences, helps advertisers find innovative ways to engage with their customers and enables publishers to expand their online presence. Headquartered in Santa Monica, CA, Demand Media has offices in Kirkland, WA; Austin, TX; Chicago, IL; New York, NY; London, UK; and Buenos Aires, AR. For more information about Demand Media, visit: www.demandmedia.com 

LIVESTRONG is a registered trademark of the Lance Armstrong Foundation. The Lance Armstrong Foundation is a registered 501(c)(3) under federal tax guidelines.  Demand Media, Inc. and Demand Media are trademarks and/or registered trademarks of Demand Media, Inc. in the United States and/or other countries.  All other trademarks may be trademarks of their respective owners.