Shift Channel Launches on eHow, Inspires Women to Change Their Lives

SANTA MONICA, Calif. October 5, 2011 – eHow, a Demand Media® (NYSE: DMD) property and a  leading online destination for expert tips, advice and know-how, today announced the launch of Shift, a new channel created to inspire women who want to make changes in their lives and positively impact others around them. While eHow empowers people to discover the expert within, Shift will inspire women to take action on newly-gained expertise, guiding them from seeking information to becoming experts. The development of Shift is driven by Demand’s ability to listen to consumers, curate content with tastemakers and experts and then publish the content consumers specifically are requesting.

Nearly 40 million women come to eHow each month according to comScore. These millions of women arrive to the site with the intent of “doing something” and seeking both information and inspiration. Shift will provide a dedicated home for this growing audience.

Shift is launching with the introduction of the “eHow 100,” a listing of 100 women who are making immediate, actionable and powerful contributions on their lives and the lives of others. The eHow 100 is the first list of its kind, highlighting women who make changes large and small in order to better their lives and make a difference in the world around them. The women were selected by eHow’s editorial team and Shift’s advisory board. Inductees to the list include: Kara Swisher, well-known tech journalist and gay rights activist; Gretchen Bleiler, Olympic silver medalist in snowboarding ('06) who also launched the 1st all-girl half-pipe competition and develops eco-friendly snowboard gear; Liz Murray, who rose from a homeless childhood to graduate from Harvard; Gloria Varney, organic farming advocate who runs a sustainable organic farm in rural Maine; Yin Yin Wu, entrepreneur and organizer of "Startup School" which promotes entrepreneurship to young engineers.

“With Shift, Demand Media is really creating a new genre in women’s online media,” said Joanne Bradford, chief revenue and marketing officer, Demand Media. “As women evolve and take on new challenges, they are becoming experts as entrepreneurs, breadwinners and business leaders.  They are looking for an online resource that reflects their holistic life and supports their goals, small and large. Shift will fill this gap with editorial content designed to inspire and influence today’s ‘complete’ woman.”

In addition to the list of 100 inductees, Shift’s content will be generated in conjunction with Victoria Colligan, founder and CEO of “Ladies Who Launch.” Victoria and her panel of experts will engage Shift readers through blogs, interviews, in-depth features and live events that will speak directly to a number of audiences, from chief breadwinners and budding entrepreneurs to stay-at-home moms and burgeoning creatives. Shift stories and content will be organized into six categories: Deal, Taste, Be, Create, Play and Guide.

“Nothing is more inspiring than drawing from the experience of other women,” said Colligan. “Shift is a unique offering for women looking to make changes in their lives, both small and large. I am thrilled to be a part of this exciting new venture.”

"Shift is a great inspiration to women across so many fields. It's so important to celebrate the stories of our women role models and I'm so honored to be a part of eHow's 100 list! I'm totally in awe of the achievements of all of these women,” said Gretchen Bleiler, professional snowboarder. “I’m excited that my journey can be shared to help others discover that following your passion may be a bit scary, but if you push yourself further than you could imagine, you’ll find that anything is possible.”

Shift is launching with L’Oreal as its exclusive partner, deepening its long-term partnership with Demand Media and moving beyond a focus on beauty and into fitness, health and lifestyle. L’Oreal's brand promise runs hand-in-hand with Shift’s: to inspire women through confidence and accomplishment.

“The L’Oreal name is synonymous with beauty, but as a brand we routinely recognize empowered women in numerous roles beyond beauty -- from notable women in science to community volunteers,” said Marc Speichert, chief marketing officer, L’Oreal USA. “We recognize the potential of Shift to serve as a platform for positive forces for change and we were extremely eager to partner with eHow to help elevate these truly inspirational women.”

Benefit to Advertisers

Shift is the ideal partner for advertisers who want to reach eHow’s highly engaged audience of millions of visitors who are all looking for ways to simplify and better their lives. Over a quarter of eHow users have made between one and five purchases based on the information they found through the site.  eHow has a real-time finger on the pulse of women, listening to consumers, curating with tastemakers and publishing only what audiences want to know.  With its vast library of millions of articles and videos spanning Home, Health, Style, Food, Money, Family and more; eHow encourages people to connect with experts and each other to explore their existing passions and discover new ones.

The women who frequent eHow are the trendsetters, trusted advisors, role models and mavens among their families and friends. Shift will be able to use this collective influence to inspire success and change in women beyond their immediate social circles.

Women of eHow Snapshot*

• 50% of women on eHow are pursuing higher-learning (college, graduate school, etc), as they are interested in learning and self-improvement
• 33% of women are business owners/self-employed
• 30% of women influence others when it comes to parenting and family
• 32% of women are caretakers/taking care of others
• 27% of women influence and advise others on fashion

* comScore August 2011

Who is in the eHow 100?

Kara Swisher

Tech Journalist, Blogger, Mom

Michelle Phan

Makeup Artist, YouTube Icon

Dr. Rovenia Brock

Media Personality, Nutrition and Wellness Leader

Gabrielle Bernstein

Motivational Speaker, Life Coach, Author

Gretchen Bleiler

Professional Snowboarder, Olympian

Agapi Stassinopoulos

Motivational Goddess

Michelle Conceison

Music Promoter

Sarah Brokaw

Author, Therapist

Alyssa Giacobbe

Fashion Writer, Managing Editor

Patricia Zapata

Graphic Designer, Craft Expert, Blogger

Susan Gregg-Koger

Fashion Entrepreneur, Designer

Liz Murray

Best-Selling Author, Inspiring Speaker

Lauren Hodge, Naomi Shah, Shree Bose

Teenage Queens of Science

Pooja Upadhyaya

Mobile Medical Pioneer

Katherine Schwarzenegger

Author, Advocate, Daughter

Alexandra Wilkis Wilson

Internet Executive

Staceyann Chin

Poet, Artist, Activist

Daisy Whitney

Author, Journalist, Producer

Annie Anton

Computer Science Professor

Dolan Sisters (5)

Radio Personalities, Sisters

Jennifer Aaker

Social Marketer, Psychologist

Cari Sommer and Lauren Porat

Entrepreneurs, Executives

Elizabeth Carlson

Acupuncturist, Herbalist, Holistic Practitioner

Kris Jenner

Socialite, Talent Manager, Media Personality

Gloria Lee

Education Reformer, Venture Philanthropist

Gina Schaefer

Ace of Hardware

Yin Yin Wu

Entrepreneur, Startup Star

Joanne Weiss

Public Education Leader

Deborah Dugan

Media Executive, Global Health Leader

Michelle Rhee

Education Reform Activist, Public Servant

Jacqueline Novogratz

Microlending Pioneer, Author

Gloria Varney

Organic Farmer, Sustainability Promoter

Megan Gardner

Entrepreneur, Daily Deals Executive

Emily Ventura

Community Health and Nutrition Activist

Alice Waters

Chef, Restauranteur, Organic Nutrition Activist

Jenny Blake

Author, Entrepreneur, Life Coach

Dee Poku and June Sarpong

Media Personalities, Social Change Leaders

Heidi Adams

Cancer Survivor, Spokesperson

Jayni Chase

Eco-Activist, Green Living Educator

Rachel Maddow

Political Commentator, TV Host

Tamara Mellon

Designer, Executive, Tastemaker

Jill Zarian

Designer, Executive, Footwear Afficionado

Burr Leonard

Fitness Trendsetter Ballerina

Mary McDonald

Interior Designer

Bethenny Frankel

Media Personality; Healthy Chef; Author

Jennifer Lopez

Entertainment Mogul, Designer, Diva

Kristie Streicher

Eyebrow Artist

Jessica Herrin

Jewelry Entrepreneur, Executive, Mentor

Diane von Furstenberg

Fashion Mogul, Design Icon

Jennifer Figge

Extreme Swimmer, Marathon Runner

Julie Rice and Elizabeth Cutler

Indoor Cycling Gurus

Diana Nyad

Reporter, Extreme Swimmer

Jerri Farris

Author, Entrepreneur, Editor

Elizabeth Berkley

Actress, Author, Mentor

Amanda Cramer

Winemaker

Kara Lind

Cupcake Entrepreneur

Jeannette Walls

Author, Columnist, Survivor

Alice Sebold

Bestselling Author

Cheryl Kilodavis

Author, Mother

Carol Paukner

Former NYPD Officer, 9/11 First Responder

Regina Wilson

FDNY Firefighter, Singer, 9/11 First Responder

Brenda Berkman

Former FDNY Firefighter, 9/11 First Responder

Elizabeth Lamont

Home Accessory Designer, World Traveler

Elizabeth Smart

Abduction Survivor, Spokesperson, Activist

Ailleen Lee

Venture Capitalist

Louisa Shafia

Eco-friendly Chef, Author, Media Personality

Angie Grabski

Women's Business Mentor, Networker

Beverly Lueckemeyer

Top-Selling Independent Stylist, Working Mom

Amanda Steinberg

Women's Finance Expert

Lisa Oz

Media Expert, Manager, Author

Joan Lunden

Television Host, Author, Serial Entrepreneur

Kimberly Fowler

Yogi, Business Owner

Julie Bowen

Comic Genius, Emmy-Winner

Angela Belcher

Groundbreaking Biotechnologist

Cecilia "Pudge" Kleinkauf

Fly Fisher, Reformed Lawyer

Debbie Lyons Blythe

Cattle Rancher, Blogger

Karen Shane

Veterinarian Acupuncturist

Missy Park

Women's Athletics Pioneer, Apparel Executive

Sarah Silverman

Comedian, Actress, Rule Breaker

Shirley Caesar

Preacher, Gospel Guru

Helen Cameron

Urban Farmer, Restauranteur, Eco Educator

Melody Biringer

Startup Junkie, Mentor

Tammy Gibson

Mommy Blogger, Fashionista

Jennifer Ferro

L.A. Radio Executive, Broadcast Producer

Atossa Soltani

Rainforest Protector, Environmental Activist

Louise Davis Langheier

Public Health Educator

Kyle Zimmer

Literacy Promoter, Education Innovator

Christy Haubegger

Magazine Founder, Latina Role Model

Cyndi Finkle

Art Studio Owner, Instructor

Marcie Allen

Music Industry Dealmaker, Sound Maven

Melissa Lanz

Healthy Eating Blogger, Money Saver

Susana Yee

Social Media Marketing Pioneer

Rebecca Bernard Aguiar

Culture Blogger, Explorer

Julie Thornton

Breast Care Specialist, Breast Cancer Therapist

Dana Dornsife

Entrepreneur, Philanthopist, Cancer Care Leader

Melissa Arnot

Mountaineer, Expedition Guide

Bethany Hamilton

Soul Surfer

Camille Hart

Executive Assistant

Amy Porterfield

Social Media Maven

Zem Joaquin

Eco-Design Expert