Demand Media Partners With REI

Santa Monica-based Demand Media, the online publishing empire run by Richard Rosenblatt, has inked a partnership with outdoor retailer REI. The companies announced the deal today. According to the two, they are in a three-year partnership, which will provide outdoor enthusiasts with information on recreation locations on REI's website, as well as connect shoppers with gear on Demand's web site. Financial details of the collaboration were not disclosed. is Demand Media's online adventure site, providing trail guides, topographic maps, articles, and other outdoors-related content. Demand will power REI's new outdoor activity resource, REI Guidepost, which will provide information about activities and recreation destinations, and REI will become the exclusive provider of gear on