Demand Media Acquires LEAFtv

Santa Monica-based Demand Media is bolstering its efforts to reach out towards millennial women, and has acquired LEAFtv. Demand Media also said it has hired Geri Hirsch and Erin Falconer, the founders of LEAFtv, and will expand the LEAFtv brand. According to Demand Media, Hirsch and Falconer will be expanding the LEAFtv brand as Executive Editor and General Manager of LEAFtv, a move which will help it enhance its position in the categories of home, food, and fashion. Financial details of the deal and the exact structure of the move was not clear. LEAFtv provides lifestyle, how-to-videos, ranging from floral arrangement and home improvement to food preparation and beauty tips.