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,
“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
“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.