Leaf Group
Leaf Group, formerly Demand Media Inc, is an American content company that operates online brands including eHow, livestrong.com, and marketplace brands Saatchi Art and Society6. The company also provides social media platforms to existing large company websites and distributes content bundled with social media tools to outlets around the web.
| Company type | Subsidiary |
|---|---|
| Industry | Internet |
| Founded | May 1, 2006 Santa Monica, California, U.S. |
| Headquarters | 1655 26th Street , Santa Monica, California |
Key people | Sean Moriarty, Chief Executive Officer |
| Revenue | US$325 million (2011) |
| Owner | Graham Holdings |
Number of employees | 400 (2015) |
| Website | leafgroup |
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 field. 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.
The company was acquired by Graham Holdings in June 2021 for $323 million.
It is commonly known for being a Content farm.