gets new Editorial Director

Faith Merino · May 4, 2011 · Short URL:

The Demand Media property welcomes Adam Bornstein from Men's Fitness to spruce up content

Following Google’s efforts to clean up the Web, Demand Media has been doing some spring cleaning of its own. In recent months, Demand has made a number of efforts to beef up the quality of its content, and today the company announced that it is appointing Adam Bornstein as the new Editorial Director of its fitness and health Web property,

Bornstein’s new role with follows his 3-year tenure as fitness editor of Men’s Health magazine, where he worked with top fitness and health experts and interviewed world famous athletes. As the co-author of The IMPACT!: Body Plan and The Men’s Health Diet, Bornstein has garnered quite the following and has been featured as a fitness expert on “Good Morning America,” “The Early Show,” and E!’s “The Daily 10.”

As the Editorial Director of, Bornstein will be responsible for leading content strategy, the in-house editorial team, and the distribution of content to emerging platforms, such as mobile. He will also be in charge of identifying and drawing other fitness and health experts to help create and shape’s content.

“Adam’s dynamic editorial and media industry experience, coupled with his personal passion for fitness and nutrition will make him a vibrant leader and asset to,” said GM Dan Brian, in a statement. “We are committed to editorial excellence and delivering a compelling user experience. Adam embodies our vision and we’re confident that his expertise will drive the development of successful initiatives that build our brand.”

Demand Media was not immediately available to comment, so the company did not say whether or not the move is part of its overall strategy to improve the quality of its content, but it does fall in line with recent efforts that Demand has made to spruce up the content for its other Web properties.

In March, the content and social media company teamed up with TV personality and chef extraordinaire Rachael Ray to create co-branded content and beef up the’s food section. In her new position, Demand explained, Rachael Ray will act as the creative mastermind behind the eHow Food channel and will identify and feature up-and-coming culinary talent on the site. Additionally, last week, Demand announced the launch of a new comedic user-contributed online movie guide called Cheat Sheets for its Web property. Both moves seem to point to a new effort to reenergize Demand’s content and improve the quality so that it doesn’t get dragged under with Google’s new mission to destroy all low-quality content websites.

Demand is keeping a low profile these days as its stock continues to flag following Google's clean-up efforts, but the company will be addressing those issues in its earnings call this Thursday.

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Demand Media is building a different type of new media company. With a proprietary media platform that powers the company's highly-trafficked domains and wholly-owned content media properties, Demand Media leverages cutting edge, user-driven publishing, community and monetization tools in its quest to define the next generation of new media companies.