Demand Media Inc. has inked a deal with another celebrity, announcing Tuesday that cooking and lifestyle TV personality Rachael Ray will anchor the food channel on its flagship eHow online site.
The Santa Monica specialty Internet site operator, which typically depends on a team of lesser-known freelance experts to provide articles for its sites, said Ray will become the “lead creative force” of the eHow food channel. She will help identify and develop up-and-coming culinary talent for original programming produced and distributed through Demand Media’s web properties. Terms of the partnership deal were not disclosed.
“People love Rachael because she delivers helpful and entertaining advice in a style that they appreciate and easily understand,” Chief Executive Richard Rosenblatt said in a statement. “She represents the kind of warm, approachable and knowledgeable voice we want to have across eHow.”
The company last year signed a deal with supermodel and reality show host Tyra Banks to launch a new Demand Media fashion site called Type F on March 15.
Shares were unchanged at $22.45 in midday trading on the New York Stock Exchange.