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Demand Media Files To Go Public, First Impressions from the S-1

By - August 06, 2010

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It’s the dog days of August, and a Friday to boot, and I certainly didn’t expect this to land in my mail box this morning: The Demand Media Inc. S1. But I had set an alert for the company – and several others like LinkedIn and Facebook – because I consider Demand to be one of the most important digital media companies to “take the next step” in several years.

The information revealed in the filing explains why. While Demand has been at the center of a months-long debate around whether or not “content farming” is a defensible practice, the facts are the facts: This model is working, and not just in a one-dimensional fashion.

The question remains if Demand will be seen by investors as more than a secondary search arbitrage play – it is dependent on Google for a large portion of its revenues, at least for now. But CEO Richard Rosenblatt, who for the record I count as a friend and colleague (he shares an investor, Oak, with my company FM), has steered the company higher up the content food chain – creating and purchasing brands such as eHow, Livestrong.com, and others, and fostering content partnerships with respected brands like USA Today and Hearst.

Revenue for 2009 was nearly $200 million, and seems on track to grow past $250mm or more this year. I’ll have more on the company during the weekend, once I’ve had time to really grok the filings.


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