Leaf Group

{{Advert|date=May 2018}} {{Infobox company | name = Leaf Group Ltd. | logo = | key_people = Sean Moriarty, [[Chief Executive Officer]] | type = Subsidiary | owner = [[Graham Holdings]] | industry = [[Internet]] | revenue = US$325 million (2011)<ref name="sec.gov">{{Cite web|url=https://www.sec.gov/Archives/edgar/data/1365038/000136503812000010/dmdfy201110-k.htm#s8000392AA55EA958837FFD4EE3A642F8|title=DMD FY2011 10-K|website=www.sec.gov}}</ref> | num_employees = 400 (2015) | founded = {{start date and age|2006|5|1}}<br>[[Santa Monica, California|Santa Monica]], [[California]], U.S. | hq_location_city = 1655 26th Street<br />[[Santa Monica, California]] | hq_location_country = [[United States]] | website = {{URL|leafgroup.com}} }}

'''Leaf Group''', formerly '''Demand Media Inc.''', was an American content company<ref>[http://ir.demandmedia.com/phoenix.zhtml?c=215358&p=irol-irHome. "Demand Media Corporate Profile" Retrieved February 28, 2012.]</ref> that operates online brands, including [[eHow]], livestrong.com, and [[Marketplace|marketplace brands]] [[Saatchi Art]] and Society6.<ref>{{cite web|url=https://www.demandmedia.com/|title=Demand Media|website=Demand Media|access-date=2016-04-27}}</ref><ref>{{cite web|url=http://gigaom.com/2011/01/31/demand-media-search-spam-or-the-future-of-content/|publisher=gigaom|title=Demand Media: Search Spam or the Future of Content?|access-date=November 11, 2013|archive-date=March 29, 2014|archive-url=https://web.archive.org/web/20140329041039/http://gigaom.com/2011/01/31/demand-media-search-spam-or-the-future-of-content/|url-status=dead}}</ref> The company provides [[Social media|social media platforms]] for large company [[website]]s and distributes content with social media tools to web outlets.<ref>[http://www.econtentmag.com/Articles/Editorial/Feature/InFocus-Demand-Media,-Inc.-51641.htm Michael LoPresti, EContent Digital Content Strategies and Resources, December 1, 2008.]</ref><ref name="investing.businessweek.com">{{cite web |url=http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=679664 |archive-url=https://web.archive.org/web/20090101191148/http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=679664 |url-status=dead |archive-date=January 1, 2009 |title=Company Overview of Demand Media, Inc. |publisher=Bloomberg Businessweek |access-date=December 15, 2014}}</ref> It is commonly known for being a [[content farm]]. Demand Media was created in 2006 by a former [[private equity]] [[investor]], Shawn Colo, and the former [[chairman]] of [[MySpace]], [[Richard Rosenblatt]].

The company employs an algorithm that identifies topics with high advertising potential based on search engine query data and bids on advertising auctions. These topics are typically in the advice and how-to fields. It then commissions freelancers to produce corresponding text or video content. The content is posted on a variety of sites, including [[YouTube]] and the company's own sites, such as eHow and livestrong.com.<ref name="wired09">{{cite news|url=https://www.wired.com/magazine/2009/10/ff_demandmedia/all/1|title=The Answer Factory: Demand Media and the Fast, Disposable, and Profitable as Hell Media Model|first=Daniel |last=Roth|date=October 19, 2009 |publisher=Wired}}</ref><ref name="nyt">{{cite news|url=https://www.nytimes.com/2010/02/08/business/media/08carr.html?8dpc|title=Plentiful Content, So Cheap |author=David Carr|date=February 7, 2010 |newspaper=The New York Times}}</ref>

The company was acquired by [[Graham Holdings]] in June 2021 for $323 million.<ref>{{cite web |last1=Foster |first1=Richard |title=Graham Holdings Co. to acquire Leaf Group Ltd. for $323M |url=https://www.virginiabusiness.com/article/graham-holdings-co-to-acquire-leaf-group-ltd-for-323m/ |website=Virginia Business |date=April 13, 2021 |access-date=24 August 2022}}</ref> In 2023, the Leaf Group was restructured to become World of Good Brands, separating Leaf’s lifestyle publishing websites – ''Well+Good'', ''Livestrong'', ''Hunker'' and ''OnlyInYourState'' — from its marketplace businesses, ''[[Saatchi Art]]'' ''and Society6''.<ref>{{Cite web |last=Fischer |first=Sara |date=2023-05-30 |title=Graham Holdings' Leaf Group restructures as World of Good Brands |url=https://www.axios.com/2023/05/30/graham-holdings-leaf-group-restructures-world-of-good-brands |access-date=2025-07-09 |website=Axios |language=en}}</ref> ''Hunker'' was sold to [[Static Media]] in 2024.<ref>{{Cite web |last= |first= |date=October 3, 2024 |title=Static Media Enhances Portfolio with Key Acquisitions in Home, Pet Care, and Science |url=https://www.prnewswire.com/news-releases/static-media-enhances-portfolio-with-key-acquisitions-in-home-pet-care-and-science-302266864.html |access-date=2025-07-09 |website=PR Newswire |language=en}}</ref> A year later ''Well+Good and'' ''Livestrong'' was sold to [[Ziff Davis]] and ''Only In Your State'' was sold to Launch Potato. After the sales, the World of Good Brands ceased and all staff in the division were laid off.<ref>{{Cite web |last=Stenberg |first=Mark |date=2025-07-08 |title=World of Good Brands Sells Portfolio, Axes Staff, Shutters |url=https://www.adweek.com/media/world-of-good-brands-sale-well-good-ziff-davis/ |access-date=2025-07-09 |website=Adweek |language=en-US}}</ref>

== Offerings ==

=== Content & Media === Demand Media's Content & Media service offering includes leading online properties that publish content in text, video, photography, and designed visual formats. This content is published across several key categories on eHow.com. It also owns and operates LEAFtv, a lifestyle resource for women that produces short-form how-to videos. Additionally, its studioD business develops and executes content marketing strategies, and creates custom content for third-party brands, agencies and publishers.<ref>{{cite web|url = https://www.sec.gov/Archives/edgar/data/1365038/000156459015001730/dmd-10k_20141231.htm|title = 10-K Report|date = December 31, 2014|website = www.sec.gov|publisher = United States Securities and Exchange Commission|last = Demand Media}}</ref>

=== Marketplaces === Through its Marketplace service offering, Demand Media operates two art and design marketplaces where one can market and sell artworks or designs printed on a variety of products.<ref name="Demand Media">{{cite web|url = https://www.sec.gov/Archives/edgar/data/1365038/000156459015001730/dmd-10k_20141231.htm|title = 10-K Report|date = December 31, 2014|access-date = December 16, 2015|website = www.sec.gov|publisher = United States Securities and Exchange Commission|last = Demand Media}}</ref>

Society6.com, which it acquired in June 2013,<ref>{{Cite news|title = Demand Media acquires e-commerce marketplace for $94 million|url = https://www.reuters.com/article/us-demandmedia-society-idUSBRE95N1EL20130624|newspaper = Reuters|date = 2013-06-24|access-date = 2015-12-16}}</ref> provides an online commerce platform to sell images or designs on consumer products.

SaatchiArt.com, which it acquired in August 2014,<ref>{{cite web|title = Demand Media buys Saatchi Art, names Sean Moriarty as CEO|url = http://www.latimes.com/business/technology/la-fi-tn-demand-saatchi-art-20140811-story.html|website = [[Los Angeles Times]]| date=August 11, 2014 |access-date = 2015-12-16}}</ref> is an online art gallery for the purpose of selling works.<ref name="Demand Media" />

In 2017, Leaf Group acquired Deny Designs, a modern home furnishings company based in Colorado.<ref>{{Cite web |last=Chuang |first=Tamara |date=2017-05-17 |title=Denver’s Deny Designs acquired for $12 million by California parent of its chief home-goods competitor |url=https://www.denverpost.com/2017/05/17/deny-designs-acquired-leaf-group-society6/ |access-date=2025-07-09 |website=The Denver Post |language=en-US}}</ref>

== History == Demand Media was co-founded in May 2006<ref>{{Cite web|url=http://www.siliconbeat.com/entries/2006/05/02/demand_media_raises_120_million_for_a_bunch_of_shell_websites.html|title=Matt Marshall, Silicon Beat, The Mercury News, Demand Media raises $120 million for a bunch of shell websites, May 2, 2006.}}{{Dead link|date=August 2025 |bot=InternetArchiveBot |fix-attempted=yes }}</ref> by Richard Rosenblatt and Shawn Colo. Rosenblatt was [[chief executive officer]] of [[Intermix Media]] and Chairman of [[MySpace.com]].<ref>[https://web.archive.org/web/20070120133404/http://money.cnn.com/magazines/business2/business2_archive/2006/12/01/8394990/index.htm John Heilemann, CNNMoney.com, Giving the Audience Its Own Domain, profile of Richard Rosenblatt]</ref> Colo is a financial acquisition specialist. He worked for 10 years in the private equity industry as a principal with Spectrum Equity Investors, specializing in media and communications companies.<ref>[http://www.demandmedia.com/executive-leadership/shawn-colo/ Shawn Colo, Co-Founder and Head of M&A, Demand Media profile]</ref> In June 2007, Demand Media hired Charles Hilliard, a former [[Morgan Stanley]] investment banker, [[NetZero]]/[[United Online]] senior executive and [[initial public offering]] (IPO) specialist, as its president and [[chief financial officer]]<ref>{{cite web |title=Demand Media, Inc. |url=https://www.sec.gov/Archives/edgar/data/1365038/000104746910007151/a2199583zs-1.htm |access-date=September 26, 2017 |publisher=[[U.S. Securities and Exchange Commission]]}}</ref> and acquired Byron Reese's how-to website, ExpertVillage.com of [[Austin, Texas]], for about $20 million. Reese became the company's chief innovation officer and developed the algorithm that the company uses to identify topics with high advertising potential.<ref name="wired09" />

In 2007, Demand Media raised more than $355 million in financing over its first two years from investors such as [[Oak Investment Partners]], Spectrum Equity Investors, Generation Partners and [[Goldman Sachs]].<ref>{{Cite web|url=https://mashable.com/archive/demand-media|title=Demand Media Raises $100 Million|date=September 25, 2007|website=Mashable}}</ref><ref>{{Cite web|url=http://paidcontent.org/article/419-demand-media-raises-another-35-million-total-comes-to-355-million/|title=PaidContent.org|access-date=March 30, 2010|archive-date=April 21, 2010|archive-url=https://web.archive.org/web/20100421024525/http://paidcontent.org/article/419-demand-media-raises-another-35-million-total-comes-to-355-million/|url-status=dead}}</ref>

By 2008, Demand Media had acquired more than 30 domain-name [[portfolio (finance)|portfolios]] and owned 65 destination websites. It said that its 2009 revenue was nearly $200 million,<ref name="articles.latimes.com">{{cite news|work=Los Angeles Times|title=Champion of the obscure: Richard Rosenblatt's Demand Media finds value in niche websites|author=Joseph Menn|date=July 16, 2008|url=https://www.latimes.com/archives/la-xpm-2008-jul-16-fi-demand16-story.html}}</ref> but it was later reported that the company had never been profitable.<ref>{{cite news|publisher=CNN|title=The nonexistent profits Demand Media lied about|author=David Goldman|date=August 12, 2010|url=https://money.cnn.com/2010/08/12/technology/demand_media_profitability/index.htm?source=cnn_bin&hpt=Sbin|archive-url=https://web.archive.org/web/20100814180237/http://money.cnn.com/2010/08/12/technology/demand_media_profitability/index.htm?source=cnn_bin&hpt=Sbin|url-status=dead|archive-date=August 14, 2010}}</ref> In July 2008, it was reported that [[Yahoo!]] was interested in buying Demand Media for between $1.5 billion and $2 billion.<ref name="techcrunch.com">{{Cite web|url=https://techcrunch.com/2008/07/09/yahoo-takes-a-gander-at-demand-media-to-plug-some-holes/|title=Yahoo Takes A Gander At Demand Media To Plug Some Holes|first=Michael|last=Arrington|date=July 9, 2008}}</ref> Sources close to both companies said Yahoo! executives were interested in Demand Media's advertising impressions and its ability to create niche social networks for media sites. Demand Media CEO Richard Rosenblatt later said that the company was not for sale.<ref>{{cite news|url= http://kara.allthingsd.com/20080709/demand-medias-richard-rosenblatt-speaks-and-says-hes-not-for-sale-to-yahoo-for-now/ |title= Demand Media’s Richard Rosenblatt Speaks |first=Kara |last=Swisher |author-link=Kara Swisher |website= kara.[[allthingsd.com]] |date=July 9, 2008 |archive-url=https://web.archive.org/web/20080710223802/http://kara.allthingsd.com/20080709/demand-medias-richard-rosenblatt-speaks-and-says-hes-not-for-sale-to-yahoo-for-now/ |archive-date= 2008-07-10}}</ref> It was reported that Rosenblatt wanted a price closer to $3 billion for Demand Media.<ref>{{Cite web|url=http://news.cnet.com/8301-10784_3-9986403-7.html|title=CNET News, July 9, 2008.}}</ref>

In August, 2014, Demand Media acquired online art-gallery marketplace Saatchi Art and named the startup's top executive, Sean Moriarty, as the new CEO of Demand Media Inc.<ref>{{cite web|title = Demand Media buys Saatchi Art, names Sean Moriarty as CEO|url = http://www.latimes.com/business/technology/la-fi-tn-demand-saatchi-art-20140811-story.html|website = [[Los Angeles Times]]| date=August 11, 2014 |access-date = 2015-12-11}}</ref>

The company changed its name to Leaf Group in 2016.

On June 10, 2021, Leaf announced shareholders had approved an acquisition by [[Graham Holdings]] for $8.50 per share in an all-cash transaction valued at approximately $323 million.<ref>{{Cite web|url=https://www.globenewswire.com/news-release/2021/06/10/2245496/0/en/Leaf-Group-Announces-Shareholder-Approval-of-Merger-Agreement-with-Graham-Holdings.html|title=Leaf Group Announces Shareholder Approval of Merger Agreement with Graham Holdings|first=Leaf Group|last=Ltd|date=June 10, 2021|website=GlobeNewswire News Room}}</ref>

== Acquisitions and dispositions == Since 2006, Demand Media has acquired a collection of sites and relaunched them with social networking features and video capabilities.<ref name="reuters.com">{{Cite web|url=https://www.reuters.comarticle/idUSWEN4316/|title=Ex-Vitesse Semiconductor execs indicted for fraud|date=December 10, 2010|via=www.reuters.com}}</ref> In the company's first six months, it made nine acquisitions, including the purchase of registrars [[eNom]] and BulkRegister.<ref>{{Cite web|url=https://www.dnjournal.com/cover/2007/april.htm|title=His Companies Have Sold for Over $1.3 Billion: Can Demand Media's Richard Rosenblatt Do It Again with Domains?|website=www.dnjournal.com}}</ref> On November 6, 2008, Shawn Colo, head of Demand Media [[mergers and acquisitions]], said the company would continue to buy niche, well-[[Web traffic|traffick]]ed sites because the company was profitable and still had "a lot of cash in the bank".<ref>[http://www.vator.tv/news/show/2008-11-06-demand-media-profitable-and-still-buying Bambi Francisco, Vator News, Demand Media, profitable and still buying, November 6, 2008.]</ref>

In 2008, Demand Media acquired [[Pluck (company)|Pluck]], a company providing social networking and commenting solutions to other websites, for a reported $75 million in cash.<ref>{{Cite web|url=https://techcrunch.com/2008/03/04/demand-media-buys-pluck-for-50-million-to-60-million/|title=Demand Media Buys Pluck for $75 million|first=Erick|last=Schonfeld|date=March 4, 2008}}</ref> IndieClick and RSS Graffiti were acquired in August 2011.<ref>{{cite news | url=http://www.adweek.com/news/technology/demand-media-buys-indieclick-re-signs-google-134050 | title=Demand Media Buys IndieClick, Re-Signs With Google | work=Adweek | date=August 10, 2011 | access-date=June 25, 2013}}</ref><ref>{{cite news | url=https://www.reuters.com/article/2011/08/09/idUS250982+09-Aug-2011+BW20110809 | archive-url=https://web.archive.org/web/20141006080712/http://www.reuters.com/article/2011/08/09/idUS250982+09-Aug-2011+BW20110809 | url-status=dead | archive-date=October 6, 2014 | title=Demand Media Acquires RSS Graffiti | work=Reuters | date=August 9, 2011 | access-date=June 25, 2013}}</ref> [[Name.com]], a [[domain name registrar]], was acquired on January 7, 2013.<ref name="demandmedia.com">Naidu, Taryn. {{cite web |url=http://www.demandmedia.com/blog/name-com-joins-the-demand-media-family/ |title= Name.com joins the Demand Media family }} ''Demand Media.'' January 7, 2012. Retrieved on January 9, 2012.</ref> Society6 was acquired on June 25, 2013.<ref>{{cite news | url=http://www.adweek.com/news/technology/demand-media-acquires-online-retailer-150679 | title=Demand Media Acquires Online Retailer | work=Adweek | date=June 25, 2013 | access-date=June 25, 2013}}</ref> [[Saatchi Gallery#Saatchi Online|Saatchi Online]] was acquired on August 11, 2014.<ref name=lat>{{cite news |url=http://www.latimes.com/business/technology/la-fi-tn-demand-saatchi-art-20140811-story.html |title=Demand Media buys Saatchi Art, names Sean Moriarty as CEO |first=Paresh |last=Dave |newspaper=LA Times |date=August 11, 2014 |access-date=August 25, 2014}}</ref>

In August 2014, Demand Media announced it had successfully separated from Rightside Group, Ltd. and its brands eNom, Name.com and [[online auction]] site NameJet. As a result of the separation, Demand Media is no longer a provider of domain name services.<ref>{{cite web|url=http://ir.demandmedia.com/investor-overview/investor-press-releases/press-release-details/2014/Demand-Media-Completes-Tax-Free-Spin-off-of-Rightside-Group/default.aspx|title=Demand Media - Demand Media Completes Tax-Free Spin-off of Rightside Group|website=ir.demandmedia.com|access-date=2016-04-04}}</ref>

In April 2016, Demand Media announced the sale of its brand, Cracked.com, to E.W. Scripps.<ref>{{cite press release|url=http://www.businesswire.com/news/home/20160412006681/en/Demand-Media-Sells-Cracked-Business-E.W.-Scripps|title=Demand Media Sells Cracked Business to The E.W. Scripps Company for $39 Million|publisher= Business Wire|website=www.businesswire.com|date=April 12, 2016 |access-date=2016-04-27}}</ref> In May 2016, Demand Media announced the sale of its brand trails.com to LoveToKnow Corp. (owned by [[Howard Love]]).<ref>{{cite web|url=http://www.prnewswire.com/news-releases/lovetoknow-acquires-leading-outdoors-site-trailscom-300266545.html |title=LoveToKnow Acquires Leading Outdoors Site Trails.com |access-date= 2017-07-23}}</ref>

In February 2017, Demand Media's [[Airliners.net]] site was acquired by VerticalScope, majority-owned by [[Torstar]].<ref>{{cite web|url=http://www.airliners.net/forum/viewtopic.php?t=1356587 |title=Announcement: Airliners.net has been acquired by VerticalScope|access-date=2017-07-23}}</ref> In 2018, Leaf acquired the website Well+Good.<ref>{{cite web| title = Leaf Group Acquires Well+Good, Focuses On Collaborative Efforts| access-date = 2018-12-30| url = https://www.mediapost.com/publications/article/320311/leaf-group-acquires-wellgood-focuses-on-collabor.html}}</ref> In February 2019, Leaf acquired the website OnlyInYourState.<ref>{{Cite web |last= |first= |date=2019-03-04 |title=Leaf Group Ltd. acquired OnlyInYourState for $2 million. |url=https://www.marketscreener.com/quote/stock/LEAF-GROUP-LTD-31837433/news/Leaf-Group-Ltd-acquired-OnlyInYourState-for-2-million-34397290/ |access-date=2025-07-09 |website=MarketScreener |language=en-US}}</ref>

In 2021, Leaf Group was purchased in an all-cash offer by Graham Holdings.<ref>{{cite web |last1=Chiland |first1=Elijah |title=Leaf Group to Be Acquired for $323 Million |url=https://labusinessjournal.com/news/weekly-news/graham-holdings-buys-leaf-group-323-million/ |website=LA Business Journal|date=April 5, 2021 }}</ref>

== Business model == Demand Media executives say their websites are content-driven to attract visitors by showing up in multiword search-engine queries. The more words that are typed into a search engine, the more specific the search will be. This is called "[[the long tail]]"<ref name="Los Angeles Times, July 16, 2008">{{Cite web|url=https://www.latimes.com/archives/la-xpm-2008-jul-16-fi-demand16-story.html|title=Champion of the obscure|first=Joseph|last=Menn|date=July 16, 2008|website=Los Angeles Times}}</ref> search. It then tries to retain visitors with related content and social media tools. Its social media platforms get 3 billion interactions per month for clients with already well-established brands.<ref>[http://www.vator.tv/news/show/2008-11-06-demand-media-profitable-and-still-buying Bambi Francisco, Vator News, Demand Media profitable and still buying, November 6, 2008.]</ref> Demand Media commissions specific website content that it then distributes to its own websites and others where it has [[advertising]] [[revenue sharing]] agreements.<ref>{{Cite web|url=https://mashable.com/archive/demand-media-launches-dealscom-digg-for-deals|title=Demand Media Launches Deals.com - Digg for Deals|first=Pete|last=Cashmore|date=December 2, 2006|website=Mashable}}</ref> {{As of|2008}}, Demand Media owned 135,000 videos and 340,000 articles. It was claimed to be one of the largest contributors to [[YouTube]], uploading between 10,000 and 20,000 new videos per month and getting about 1.5 million page views per day on YouTube.<ref name="vator.tv">[http://www.vator.tv/news/show/2008-10-30-demand-media-is-largest-provider-to-youtube Bambi Francisco, Vator News, Demand Media is largest provider to YouTube, Interview with Steven Kydd, EVP of Demand Studios, October 30, 2008.]</ref>{{Better source needed|reason=No data on actual YouTube contributors provided.|date=December 2019}}

Content is generated via a process in which Demand Media uses algorithms to generate titles, then posts the titles to a screened pool of freelance writers or video creators. The list of available titles used to be over 100,000 but was severely curtailed in the second half of 2011. Typically, writers can claim up to ten titles and then have a week to submit the articles. Format and length are dictated by guidelines. Submitted articles go to an editor (also a freelancer), who can either [[copy editing|clean them up]] or request a rewrite. After writers submit a revised article, it is either accepted or rejected. Payment via [[PayPal]] is twice a week.

Pluck.com's content comes with advertising. The website owners get free content for their sites and split the advertising revenue with Demand Media.

== Stock offer == In April 2010, the ''[[Financial Times]]'' reported that Demand Media was planning an initial public offering of shares (IPO). The IPO filing was completed in August of that year. Shares were initially expected to be offered in December 2010 that would give Demand Media a value of some $1.5 billion.<ref>{{cite web|last=Li |first=Kenneth |url=https://www.ft.com/content/104ddb4e-48ea-11df-8af4-00144feab49a |title=Demand Media enlists Goldman for IPO |publisher=FT.com |date=April 16, 2010 |access-date=March 20, 2014}}</ref> However, as a result of a [[Securities and Exchange Commission]] investigation regarding the company's novel accounting for "long-lived content", the pricing was delayed.<ref>{{cite news |title=Lack of demand for Demand Media |publisher=[[Fortune (magazine)|Fortune]] |first=Scott |last=Olster |date=30 December 2010 |access-date=24 May 2017 |url=http://fortune.com/2010/12/30/lack-of-demand-for-demand-media/}}</ref>

On January 12, 2011, the company announced it would price its shares between $14 and $16 each, giving it a valuation of approximately $1.3 billion.<ref>{{cite web|url=http://kara.allthingsd.com/20110112/demand-media-clears-sec-and-prices-ipo/ |title=Demand Media Clears SEC and Prices IPO – Kara Swisher – News – AllThingsD |publisher=Kara.allthingsd.com |date=January 12, 2011 |access-date=March 20, 2014}}</ref> Questions were raised about Demand Media's claim to be profitable, given that its IPO filings had reported losses for the past several years.<ref>{{cite news| url=https://blogs.wsj.com/digits/2010/08/12/where-did-demand-medias-profits-go/ | work=The Wall Street Journal | title=Where Did Demand Media's Profits Go? | first=Scott | last=Austin | date=August 12, 2010}}</ref><ref>{{cite news| url=https://money.cnn.com/2010/08/12/technology/demand_media_profitability/index.htm | archive-url=https://web.archive.org/web/20100814141252/http://money.cnn.com/2010/08/12/technology/demand_media_profitability/index.htm | url-status=dead | archive-date=August 14, 2010 | work=CNN | title=The nonexistent profits Demand Media lied about | first=David | last=Goldman | date=August 12, 2010}}</ref><ref>{{cite news |first=Byrne |last=Hobart |date=August 12, 2010 |url=http://www.byrnehobart.com/blog/demand-medias-ipo-everything-you-need-to-know/ |title=Demand Media's IPO: Everything You Need to Know |publisher=Byrne's Blog}}</ref><ref>{{cite news| url=http://www.businessinsider.com/demand-media-accounting-2010-12 | work=businessinsider | title=Come On, Demand Media, Just Drop The Bogus Accounting | first=Henry | last=Blodget | date=December 23, 2010}}</ref><ref>{{cite news| url=http://www.businessinsider.com/demand-media-ipo-delayed-2010-12 | work=businessinsider | title=Demand Media IPO Delayed, Tripped Up By Questionable Accounting Practices | first=Jay | last=Yarow | date=December 23, 2010}}</ref>

On December 14, 2020, the company announced the closing of its underwritten public offering of 8,216,750 shares of its common stock, including full exercise of the underwriter’s option to purchase additional shares of common stock, at a public offering price of $4.20 per share, receiving an aggregate net proceeds from the offering of approximately $32.0 million.<ref>{{Cite web|title=Leaf Group Announces Closing of Public Offering of Common Stock|url=https://ir.leafgroup.com/investor-press-releases/press-release-details/2020/Leaf-Group-Announces-Closing-of-Public-Offering-of-Common-Stock/default.aspx|access-date=2022-02-11|website=ir.leafgroup.com|language=en-CA}}</ref>

== Criticism == Demand Media has attracted criticism for being one of the largest buyers of articles and videos, often commissioning low-quality articles to cut costs in an effort to mass-produce articles and videos to appear highly in Google search results,<ref name="Los Angeles Times, July 16, 2008"/> purchasing thousands of search-engine-driven content from low-paid freelancers to use on its websites to attract advertisers, such as Israeli startup [[Simpli]] (now owned by Google's [[AdSense]]).<ref>{{cite web|last=Li |first=Kenneth |url=https://www.ft.com/content/bba9fefc-795d-11df-b063-00144feabdc0 |title=Google eyes Demand Media's way with words |publisher=FT.com |date=June 16, 2010 |access-date=March 20, 2014}}</ref><ref>Nicholas Spangler (November/December 2010). [https://www.cjr.org/feature/in_demand.php?page=all In Demand: A week inside the future of journalism] ''Columbia Journalism Review''.</ref>

Demand Media has also been criticized for its methods of accounting, such as [[capital expenditure|capitalizing]] the costs of content and amortizing them over five years, giving them the appearance of profitability.<ref>{{cite web |url=http://www.businessinsider.com/demand-medias-stock-has-completely-collapsed-closing-yesterday-at-560-a-share-the-company-has-been-hammered-by-2011-10?op=1 | title=Demand Media's stock has completely collapsed, closing yesterday at ~$5.60 a share. |publisher= [[Business Insider]] |date= October 20, 2011 | first = Henry | last = Blodgett | author-link = Henry Blodget}}</ref>

== References == {{reflist|35em}}

== External links == * {{official website|https://www.demandmedia.com}} {{Finance links | name = Leaf Group | symbol = LEAF | reuters = LEAF.N | bloomberg = LEAF:US | sec_cik = LEAF | yahoo = LEAF | google = LEAF | nasdaq = LEAF }}

[[Category:Companies listed on the New York Stock Exchange]] [[Category:Mass media companies established in 2006]] [[Category:Online mass media companies of the United States]] [[Category:Web service providers]] [[Category:Companies based in Santa Monica, California]] [[Category:2011 initial public offerings]] [[Category:2021 mergers and acquisitions]] [[Category:Graham Holdings]]