Invention Lab’ Enables Community of Do-It-Yourselfers to Share their Stories of Technology Tweaks and Hacks

SAUSALITO, Calif. April 21, 2008 – Federated Media Publishing (FM) and MAKE Magazine today announced Invention Lab powered by RadioShack. The Invention Lab is a place for Do-It-Yourselfers to participate in an active conversation with like-minded hackers, tweakers and benders of technology. Created in concert with Carat, an independent media agency network, the Invention Lab invites users to share their project ideas, completed projects and project challenges.

“Our readers are incredibly active, engaged makers who want more than anything to learn from each other and share the wonderful things they do,” said Phillip Torrone, senior editor of MAKE. “The Invention Lab is another great place to come for advice, tips and tricks for your next project, or to simply show off your favorite hack.”

In addition to user-generated content and community interaction, the Invention Lab offers exclusive content from MAKE writers and editors including schematics, videos and shopping lists for weekend technology projects. Once each week, MAKE will present a video that details a project that can be accomplished with simple materials found in any neighborhood RadioShack store. The first project, for example, is the “Joke-a-Tron,” a high tech prank that will drive friends and coworkers crazy. See Invention Lab for more.

Members can also share their stories in three sections: “Stuff I Want to Do,” “Stuff I’ve Done,” and “How to Do Stuff.” When they do, they are automatically entered for a chance to win a $250 RadioShack gift certificate.

“RadioShack and MAKE share a common interest in helping people do more with their technology, so we are very excited to partner with this incredibly creative community,” said Bob Kilinski, senior vice president of marketing at RadioShack Corporation (NYSE: RSH). “MAKE readers represent some of our most treasured consumers, and we want to join this conversation and add value wherever and whenever we can.”

MAKE and RadioShack are part of a growing Do-It-Yourself (DIY) phenomenon, a movement that has recently attracted the attention of major media outlets including NPR. The Web has proven to be a valuable resource, acting as a stage, proving ground and research tool for the thriving online community.

“Consumers want to engage in true conversations, rather than just being talked at,” said Melissa Romig, media director at Carat. “This inventive program demonstrates how smart brand marketers such as RadioShack are taking advantage of the two-way conversational power of interactive media. Using media to bring consumers and brands together in conversation provides a richer experience that creates value for both parties.”

"We applaud RadioShack for joining the growing ranks of innovative brand marketers who get the conversational nature of the Web," said Chas Edwards, publisher and CRO of Federated Media. “The Invention Lab campaign brings value to the consumer and to the marketer. It’s the perfect example of the new ways that publishers are helping marketers add value while remaining true to their editorial voice.”

About Federated Media
At FM, we believe great voices attract great audiences. We're in the business of supporting those voices by connecting them to great marketers, as well as providing a suite of services that let authors focus on what they do best: make compelling media. In so doing, we are creating federations of respected voices that prosper on their own terms. Current federations include Sports, Technology, Automotive, Business & Marketing, Media & Entertainment, Video Gaming, Graphics Arts, News 2.0, Mobile, Lifestyle and Parenting. For more information, please go to http://www.federatedmedia.net.

About MAKE
For the Ben Franklin in all of us, Make is devoted to fun, Do-It-Yourself inspiration and discovery. Selling for $14.99 and loaded with exciting projects that help you make the most of your technology at home and away from home, Make celebrates your ability to tweak, hack and bend any technology to your own will. The quarterly magazine (www.makezine.com) is published by O'Reilly Media, changing the world by spreading the knowledge of innovators.

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