Armstrong lives strong

Cycling superstar Lance Armstrong is partnering with Demand Media for a new health information site, reports The Wall Street Journal.

The site is called LiveStrong.com, an extension of Armstrong's personal slogan following his survival of cancer.

The Lance Armstrong Foundation, the cyclist's charitable institution, is taking a "significant" equity stake in the new site, which will be launched by Demand Media.

LiveStrong.com will be ad-supported. Revenue will be kept by Demand Media and, according to the company, reinvested in the site.

Users can access blogs and other social media tools provided by Demand. They will also be directed to LiveStrong.org, the not-for-profit online home of Armstrong's foundation.

The partnership with Armstrong is a play by Demand Media to create a niche online hub around ad-supported content. The company currently operates 60 such sites, meant to appeal to different interest areas.