Santa Monica-based Demand Media, the publishing and social media firm run by Richard Rosenblatt, announced today that it has appointed Peter Guber, chairman of Mandalay Entertainment Group, and Josh James, SVP and GM of Omniture, to its board of directors. Guber is Chairman and CEO of Mandalay Entertainment, and previously was Chairman and CEO of Sony Pictures Entertainment. Josh James, currently heading up Adobe's Omniture unit, co-founded Omniture and took it public in 2006. The two board appointments follow the news late last week that Demand has hired an investment bank and appears to be prepping for an IPO filing.