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 provides social media platforms for large company websites and distributes content with social media tools to web outlets. 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.
| Company type | Subsidiary |
|---|---|
| Industry | Internet |
| Founded | May 1, 2006 Santa Monica, California, U.S. |
| Headquarters | 1655 26th Street , Santa Monica, California United States |
Key people | Sean Moriarty, Chief Executive Officer |
| Revenue | US$325 million (2011) |
| Owner | Graham Holdings |
Number of employees | 400 (2015) |
| Website | leafgroup |
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.
The company was acquired by Graham Holdings in June 2021 for $323 million.