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Demand Media Partners with Online Retailer REI

By Demand Studios Review Editorial

Posted On 7/25/2011

Many simply know Demand Media as the company behind content creation for websites such as eHow and LIVESTRONG.COM. In reality, they make much of their money from their domain registrareNom, have a social platform calledPluckthat is utilized on many websites across the Internet, and they have even recently begun creating smartphone apps.

It seems they aren’t done coming up with new ways to earn revenues.

REI Logo Demand Media recently announced they are partnering with online retailer REI (Recreational Equipment, Inc.), integrating an online gear store into Trails.com. This seems like a win-win, as Demand Media makes a move into ecommerce and REI gets to sell their products on a website with good traffic results.

They also get some content out of the deal. Demand Media has agreed to license content to REI’s new outdoor information site REI Guidepost.

It’s notable, but not surprising, that Demand Media decided to look for a preexisting online retailer in the outdoor recreational field instead of starting one on their own to house within their company. After all, Demand Media is a media company, and while they are stretching their wings more and more, it would be quite an undertaking and a gamble to step into that market.

For a company which makes most of its money on domain registration and advertising, this is a big move. It’s also a smart one, seeing as they have been having some troubles with their eNom business and many question the sustainability of depending on advertising post Panda.

Demand Media property GolfLink.com has an online gear store as well, powered by Golfsmith. The Trails.com store seems better integrated and appears to have a wider range of selections.

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