No celebrity is safe from an unexpected nosedive in brand equity. And when a celebrity’s stock falls, so does the brands he or she endorses.
Demand Media is surely monitoring the aftermath of CBS News’ 60 Minutes Sunday report that athlete and cancer survivor Lance Armstrong abused performance-enhancing drugs, but has so far refused to provide any comment to Adweek. Eager to shake its reputation as a “content farm,” Demand has developed several celebrity-endorsed websites. The first such site, launched in June 2008, was Livestrong.com.
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