• New York Post, Thursday, July 14, 2011 11:32 AM

Scripps Networks interactive head and Demand Media's boss are in talks about a potential partnership that could unite their respective TV and Web properties to create a digital lifestyle powerhouse. The two media players -- one strong in cable TV, the other online -- have a big personality in common: Rachael Ray. The Scripps' celebrity Food Network chef is also the chief creative force behind Demand's eHow.com food.

Ray joined Demand's other big-name partners, including Lance Armstrong and Tyra Banks, who also create "co-branded" content for eHow. In addition, Scripps houses HGTV and DIY Channel, while Demand's online content channels are also heavily focused on how-to advice, home and garden, family and food. Scripps is doing well in the TV arena, but Demand Media's lifestyle content is pulling more traffic than Scripps' Web properties.

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