Demand Media Ties With Tyra Banks On Beauty, Fashion Site

Los Angeles-based Demand Media, the online media firm headed by Richard Rosenblatt, announced today that it has inked a partnership with celebrity model Tyra Banks, to create a new site focused on fashion and beauty. According to Demand, Banks' beauty and entertainment firm Bankable is in a deal to develop a Web site, online video offerings, and mobile applications. The deal will make Tyra Banks a shareholder in Demand Media, which is rumored to be in the process of filing for an IPO. The deal looks much like Demand Media's partnership with bicyclist Lance Armstrong, and the firm's Livestrong health and fitness site. Financial details of the partnership between Banks and Demand Media were not disclosed. Demand Media said the new property will be "inherently social, highly interactive" and leverage its content creation platform, social media tools and application development tools. Name of the new site was not announced.