2009-01-26 12:10:04 -

Pluck® Corporation, a subsidiary of Demand Media and the leading provider of social media capabilities to publishers, brands and retailers, today announced that Trinity Mirror has selected Pluck's SiteLife Suite to bolster reader interaction on its main national and regional newspaper websites, including Mirror.co.uk, DailyRecord.co.uk and LiverpoolEcho.co.uk.


Trinity Mirror, whose portfolio includes five national newspapers, over 150 regional newspapers and 400 plus websites, is using Pluck social media tools to build accessible online communities that are engaging and easy to use.


David Black, Trinity Mirror's Group Director of Digital Publishing, said: "At the heart of our strategy is providing our users with a really engaging experience online. Pluck's leading technology will play an instrumental role in

helping us connect with our users.


"By giving social media tools such as user comments, ratings and user profiles a key role on our websites, we will be creating an enhanced experience for our audience, who know they can rely on us to offer the best ways to discuss the most pertinent issues of the day."


Powering nearly three billion monthly interactions, the Pluck technology platform offers comprehensive social media capabilities broadly deployed on more than 300 leading digital destinations including: Guardian, Sky News, USA Today, Reuters, and The Scotts-Miracle-Gro Company.


Dave Panos, executive vice president of Pluck and its parent company, Demand Media, said: "Research is showing that those who are embracing social media tools are finding themselves ahead of the competition. Pluck's award-winning products will help Trinity Mirror empower its readers with an interactive experience that will keep them engaged, extending loyalty over the long term."


Pluck capabilities are seamlessly integrated via easy-to-deploy widgets and a robust set of platform-level APIs that allow site publishers to tailor social media experiences to the needs of their distinct audiences. Pluck's social media tools will launch on Trinity Mirror's main newspaper sites later in 2009.


The company was recently named to the eighth annual EContent 100 " a list of companies that matter most in the digital content industry, as determined by EContent Magazine.


About Demand Media


As the leader in distributed social media, Demand Media? makes possible more than 3 billion conversations every month. Demand Media's Pluck enterprise group (www.pluck.com) delivers world-class platform technology and services for integrated social media and currently powers community for leading digital destinations including BSkyB, Condé Nast, Discovery Communications, Kraft, the NFL, Overstock.com, RealNetworks, Whole Foods Market, and The Washington Post. The privately held company was founded in May 2006 and is based in Santa Monica, CA, with offices in Bellevue, WA, Austin, TX, New York, NY and London, UK. For more information about Demand Media, Inc., please visit: www.demandmedia.com.


About Trinity Mirror


Trinity Mirror plc is one of the UK's largest newspaper publishers, with an award-winning portfolio of five national newspapers, over 150 regional newspapers and 400 plus websites.


© 2008 Demand Media, Inc. Demand Media, Pluck, and SiteLife are trademarks and/or registered trademarks of Demand Media, Inc in the United States and/or other countries. All other trademarks may be trademarks of their respective owners.








Demand Media

Quinn Daly, 310-394-6420

quinn@demandmedia.com