Demand Media Inc. has acquired CoveritLive, a popular live blogging tool that may eventually be integrated into its eHow, Livestrong and other specialty interest sites.

Toronto-based CoveritLive enables content providers to post and update information, insert video and images and set up polls and Q&A sessions in real-time. It has been used by companies such as ESPN, the BBC and CNet.

Santa Monica-based Demand Media noted that events hosted on privately held CoveritLive attract an audience of more than 60 million people every month, 60 percent of which comes from outside the United States.

“CoveritLive’s live event platform builds “on both our social publishing model and our social media product offering with a platform that offers proven value to both brands and consumers,” said Chief Executive Richard Rosenblatt in a statement.

Demand Media made a strategic investment in CoverItLive in 2009, and plans to integrate the company into its Pluck social media services unit. Terms of the deal announced Thursday were not disclosed.

Demand Media shares were down 32 cents, or 1.3 percent, to $25.97 in Friday midday trading on the New York Stock Exchange.