Demand Media and REI Announce Partnership to Introduce an Integrated Shopping Experience and Trails Content

Collaboration Combines Expert Insights from Trails.com and Access to Top Quality Products from REI

Demand Media® (NYSE: DMD) and REI (Recreational Equipment, Inc.) today announced a three-year partnership that provides outdoor enthusiasts with helpful insight on recreation locations via REI Guidepost on the retailer’s website and a compelling shopping experience at the Trails.com Gear Store.

The collaboration between REI, a leading retailer of quality outdoor gear and apparel, and Trails.com, a leading online outdoor adventure web property providing professional high-quality trail guides, topographic maps, articles and videos, represents the integration of expert destination recommendations for every season and e-commerce to connect consumers with products that align with their outdoor interests.

“Demand Media’s mission is to create engaging online experiences that help consumers pursue their passions. We are doing this by providing specific information and access to products that they likely want to purchase or recommend to their fellow enthusiast,” said Larry Fitzgibbon, executive vice president of media and operations at Demand Media. “Our relationship with REI, the most trusted and well-known name in outdoor adventure, is an enormous benefit to consumers because together we’re delivering solutions at both Trails.com and REI.com where they can find expert insights while also gaining access to a full line of merchandise that matches their individual outdoor needs.”

Under this innovative arrangement, Trails.com has licensed content to REI’s new outdoor activity resource, REI Guidepost, which includes topics covering more than 50,000 recreation destinations. Outdoor enthusiasts can search specific information about activities, skill levels, elevation, conditions, driving directions and more to help prepare and enjoy their next outdoor excursion to the fullest. Additionally, REI offers a reduced subscription to Trails.com at $29.95 per year to its members interested in additional content.

“REI’s Guidepost is an online extension of our knowledgeable and friendly expertise provided to customers and members in our retail stores. With the new tool, users can easily access user-friendly information on local outdoor recreation destinations to help make their next outdoor adventure even more enjoyable,” said Natalie Crain, REI’s director of brand communications. “Further, the offering enables REI to build upon the wealth of information already presented on our website, complementing Expert Advice articles on a wide range of outdoor interests, videos, blog posts, customer reviews and more.”

REI exclusively powers the Gear Store at Trails.com. Consumers visiting the Gear Store can browse the full product assortment sold by REI for men, women and youth. The retailer provides a seamless shopping experience and all orders come with REI’s 100 percent satisfaction guarantee.

About REI
REI is a national outdoor retail co-op dedicated to inspiring, educating and outfitting its members and the community for a lifetime of outdoor adventure and stewardship. Founded in 1938 by a group of Pacific Northwest mountaineers seeking quality equipment, REI is committed to promoting environmental stewardship and increasing access to outdoor recreation through volunteerism, gear donations and financial contributions.

About Demand Media
Demand Media, Inc. (NYSE: DMD) is a content and social media company that serves consumers, advertisers, publishers and creative professionals with a diverse portfolio of properties, products and services. Through brands like eHow, LIVESTRONG.COM, Cracked and typeF, Demand Media informs and entertains one of the internet’s largest audiences every month, helps advertisers find innovative ways to engage with their customers and enables publishers to expand their online presence. Founded in 2006, Demand Media is headquartered in Santa Monica, CA with offices in Bellevue, WA; Austin, TX; Chicago, IL; New York, NY; and London, UK. For more information about Demand Media visit www.demandmedia.com.