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Line 26: − Demand Media owns [[eNom]], the world's second largest domain registrar. Recently, Demand and eNom came under fire from [[ICANN]], as Internet security group [[HostExploit]] reported that eNom is host to an unusually large number of malicious websites and is a preferred domain name registrar for pharmaceutical spammers.<ref>[http://www.circleid.com/posts/icann_looking_into_demand_medias_enom_after_serious_allegations_by_security/ circleid.com]</ref>+ − + − + − + − + − Demand Media, now as [[Rightside]], has applied for the following 26 applications through its subsidiary [[United TLD Holdco Ltd.]] with [[ICANN]]:<ref>[http://domainnamewire.com/2012/06/13/demand-medias-26-tlds-hit-the-armed-forces-democrats-and-republicans/ Demand Medias 26 TLDs Hit the Armed Foces Democrats and Republicans, DomainNameWire.com]</ref>+ − + − + Line 59:
Line 59: − Demand Media received a total of 11 GAC Early Warnings, mostly directed at its applications for [[.army]], [[.navy]], and [[.airforce]], which the U.S. and other governments noted were the names of official government institutions and would endager their safety and public image. It also received a warning against its application for [[.engineer]].<ref>[https://gacweb.icann.org/display/gacweb/GAC+Early+Warnings GAC Early Warnings, GACweb.ICANN.org] Retrieved 1 Dec 2012</ref>+ − Demand Media submitted a [[PIC|Public Interest Commitment]] (PIC) for every one of its gTLD applications. PICs are voluntary amendments that applicants can create, sign, and undertake along with the general registry agreement in order to hold their registry operations to certain standards. They seem to originally have been developed as a way to allow applicants to appease [[GAC]] members that may be concerned about how their application stands as is, or how ICANN will be able to ensure a potential registry remains compliant with its aspirations and mandate as it defined in its summary of its proposed operations in the TLD application. Prior to PICs, there was no clear way of defining operating procedures when moving from the long form essays in the TLD application to the Registry Agreement. + − Demand Media was founded in 2006 in Santa Monica by Richard Rosenblatt, formerly the head of Intermix Media and chairman of MySpace, and Shawn Colo, a private equity specialist.<ref>[http://www.nytimes.com/2010/02/08/business/media/08carr.html?_r=1&8dpc NYTimes.com]</ref> In its first two years, Demand raised $355 million in funding from private investors,<ref>[http://paidcontent.org/article/419-demand-media-raises-another-35-million-total-comes-to-355-million/ paidcontent.org]</ref> including $239 million in investment from [[Spectrum Equity Investors]].<ref>[http://www.crunchbase.com/financial-organization/spectrum-equity-investors CrunchBase Profile]</ref>+ − + − + − + − Demand Media employs freelance writers, copyeditors, and filmmakers through its Demand Studios business to create content for its websites.<ref>[http://www.demandstudios.com Demand Studios]</ref>+ − + Line 90:
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removed Category:Companies using HotCat
{{CompanyInfo|
{{CompanyInfo|
| logo = DemandMediaLogo.png
| logo = Leaf Group.png
| type = Public
| type = Public
| industry = Internet, Social Media
| industry = Internet, Social Media
| headquarters = 1299 Ocean Ave., Ste. 500<br/>Santa Monica, CA 90401
| headquarters = 1299 Ocean Ave., Ste. 500<br/>Santa Monica, CA 90401
| country = USA
| country = USA
| businesses = [[eNom]], [[Name.com]]
| businesses =
| products =
| products =
| employees = 550 (2009)
| employees = 400 (2015)
| revenue = $198.50 million (2009)<ref>[http://biz.yahoo.com/ic/100/100775.html Yahoo! Finance]</ref>
| revenue = $325 million (2011)<ref>[http://biz.yahoo.com/ic/100/100775.html Yahoo! Finance]</ref>
| website = [http://www.demandmedia.com/ demandmedia.com]
| website = [https://www.leafgroup.com/ leafgroup.com]
| blog =
| blog =
| facebook =
| facebook =
| linkedin =
| linkedin =
| twitter = DemandMedia
| twitter = Leaf_grp
| keypeople = [[Shawn Colo]], Co-Founder, CEO<br/>
| keypeople = [[Shawn Colo]], Co-Founder, CEO<br/>
[[Byron Reese]], Chief Innovation Officer<br>
[[Byron Reese]], Chief Innovation Officer<br>
'''Leaf Group,''' formerly '''Demand Media''' is an online media company focused on buying and creating niche, in-demand content for both outside publishers and its own network of websites including eHow.com, Livestrong.com, Trails.com, GolfLink.com, Mania.com, and Cracked.com.<ref>[http://www.wired.com/magazine/2009/10/ff_demandmedia/all/1 Wired]</ref><ref>[http://biz.yahoo.com/ic/100/100775.html Yahoo! Finance]</ref>
'''Leaf Group,''' formerly '''Demand Media''' is an online media company focused on buying and creating niche, in-demand content for both outside publishers and its own network of websites including eHow.com, Livestrong.com, Trails.com, GolfLink.com, Mania.com, and Cracked.com.<ref>[http://www.wired.com/magazine/2009/10/ff_demandmedia/all/1 Wired]</ref><ref>[http://biz.yahoo.com/ic/100/100775.html Yahoo! Finance]</ref>
Leaf Group owns [[eNom]], the world's second largest domain registrar. Recently, Demand and eNom came under fire from [[ICANN]], as Internet security group [[HostExploit]] reported that eNom is host to an unusually large number of malicious websites and is a preferred domain name registrar for pharmaceutical spammers.<ref>[http://www.circleid.com/posts/icann_looking_into_demand_medias_enom_after_serious_allegations_by_security/ circleid.com]</ref>
In 2013 Demand Media split off its Internet Names section of its business into a newly created subsidiary, [[Rightside]]. The move was made to keep the content and domain names sections of the business separate.
In 2013 Leaf Group split off its Internet Names section of its business into a newly created subsidiary, [[Rightside]]. The move was made to keep the content and domain names sections of the business separate.
Demand also owns web media syndication company [[Pluck]], which has developed commenting and social networking systems for websites to implement.<ref>[http://www.econtentmag.com/Articles/Editorial/Feature/InFocus-Demand-Media,-Inc.-51641.htm econtentmag.com]</ref>
Demand also owns web media syndication company [[Pluck]], which has developed commenting and social networking systems for websites to implement.<ref>[http://www.econtentmag.com/Articles/Editorial/Feature/InFocus-Demand-Media,-Inc.-51641.htm econtentmag.com]</ref>
As of February 2013, Demand Media is investigating whether to spin its two distinct divisions into separately traded companies. The first would be a media company that enjoys a high amount of web-traffic to its many popular sites and expands via outsourced content creation, while the other would be a registry services company, offering TLDs and domain-related aftermarket solutions.<ref>[http://ir.demandmedia.com/phoenix.zhtml?c=215358&p=irol-newsArticle&ID=1786486&highlight= News Highlight, DemandMedia.com] Published 19 Feb 2013, Retrieved 4 Mar 2013</ref>
As of February 2013, Leaf Group is investigating whether to spin its two distinct divisions into separately traded companies. The first would be a media company that enjoys a high amount of web-traffic to its many popular sites and expands via outsourced content creation, while the other would be a registry services company, offering TLDs and domain-related aftermarket solutions.<ref>[http://ir.demandmedia.com/phoenix.zhtml?c=215358&p=irol-newsArticle&ID=1786486&highlight= News Highlight, DemandMedia.com] Published 19 Feb 2013, Retrieved 4 Mar 2013</ref>
==New gTLD Applications==
==New gTLD Applications==
On May 8, 2012, during a conference call, Kristen Moore, Demand Media's Vice President for Corporate Marketing & Communications confirmed that the company invested $18 million to become the registry operators of a number of TLDs. Moore did not give any further details about the TLDs because the application process was still on going. Domain Name Wire reported that Demand Media selected two backend registry service providers as partners.<ref>[http://domainnamewire.com/2012/05/08/demand-media-invests-18-million-in-new-tlds/ Demand Media invests $18 million in new TLDs]</ref>
On May 8, 2012, during a conference call, Kristen Moore, Leaf Group's Vice President for Corporate Marketing & Communications confirmed that the company invested $18 million to become the registry operators of a number of TLDs. Moore did not give any further details about the TLDs because the application process was still on going. Domain Name Wire reported that Leaf Group selected two backend registry service providers as partners.<ref>[http://domainnamewire.com/2012/05/08/demand-media-invests-18-million-in-new-tlds/ Demand Media invests $18 million in new TLDs]</ref>
In June 11, 2012, the company confirmed its application for 26 gTLDs and announced its rights-sharing partnership for 107 gTLDs with [[Donuts]], a start-up registry operator founded and managed by domain industry veterans. Under the agreement, Demand Media has the right to acquire some of the approved gTLDs from Donuts' portfolio. The gTLDs pursued by Demand Media represent ecommerce, personal & professional identity, education, entertainment, internet life, sports, small business and social media. In addition, Demand Media's wholly-owned back-end registry services provider ([[Demand Media Europe Limited]]) will provide technical solutions for its own gTLDs and for Donuts entire gTLD portfolio, which is made up of 307 applications.<ref>[http://ir.demandmedia.com/phoenix.zhtml?c=215358&p=irol-newsArticle&ID=1704010&highlight= Demand Media to Participate in Historic Expansion of Generic Top Level Web Domain Name Extensions]</ref> <ref>[http://donuts.co/images/stories/donuts_launch_release.pdf Donuts Launches Domain Namespace with 307 gTLD Applications, More than 100 Million in Funding]</ref>
In June 11, 2012, the company confirmed its application for 26 gTLDs and announced its rights-sharing partnership for 107 gTLDs with [[Donuts]], a start-up registry operator founded and managed by domain industry veterans. Under the agreement, Leaf Group has the right to acquire some of the approved gTLDs from Donuts' portfolio. The gTLDs pursued by Leaf Group represent ecommerce, personal & professional identity, education, entertainment, internet life, sports, small business and social media. In addition, Leaf Group's wholly-owned back-end registry services provider ([[Demand Media Europe Limited|Leaf Group Europe Limited]]) will provide technical solutions for its own gTLDs and for Donuts entire gTLD portfolio, which is made up of 307 applications.<ref>[http://ir.demandmedia.com/phoenix.zhtml?c=215358&p=irol-newsArticle&ID=1704010&highlight= Demand Media to Participate in Historic Expansion of Generic Top Level Web Domain Name Extensions]</ref> <ref>[http://donuts.co/images/stories/donuts_launch_release.pdf Donuts Launches Domain Namespace with 307 gTLD Applications, More than 100 Million in Funding]</ref>
===Applications===
===Applications===
Leaf Group, now as [[Rightside]], has applied for the following 26 applications through its subsidiary [[United TLD Holdco Ltd.]] with [[ICANN]]:<ref>[http://domainnamewire.com/2012/06/13/demand-medias-26-tlds-hit-the-armed-forces-democrats-and-republicans/ Demand Medias 26 TLDs Hit the Armed Foces Democrats and Republicans, DomainNameWire.com]</ref>
[[.actor]], [[.airforce]], [[.army]], [[.bar]], [[.cam]], [[.dance]], [[.democrat]], [[.engineer]], [[.fishing]], [[.gay]], [[.gives]], [[.green]], [[.immobilien]], [[.kaufen]], [[.map]], [[.moda]], [[.mom]], [[.moto]], [[.navy]], [[.ninja]], [[.pub]], [[.rehab]], [[.republican]], [[.rip]], [[.social]], [[.wow]]
[[.actor]], [[.airforce]], [[.army]], [[.bar]], [[.cam]], [[.dance]], [[.democrat]], [[.engineer]], [[.fishing]], [[.gay]], [[.gives]], [[.green]], [[.immobilien]], [[.kaufen]], [[.map]], [[.moda]], [[.mom]], [[.moto]], [[.navy]], [[.ninja]], [[.pub]], [[.rehab]], [[.republican]], [[.rip]], [[.social]], [[.wow]]
A few prominent blogs and community members expressed some concern when Demand Media (under the name of subsidiary [[United TLD Holdco Ltd.]]) passed its [[ICANN]] gTLD background checks as part of the Initial Evaluation process. The concern was due to the fact that the company has a history of [[cybersquatting]] and thus should not have passed the background checks under ICANN rules outlined in the Applicant Guidebook.<ref>[http://domainincite.com/13211-icann-wont-say-how-demand-media-passed-its-new-gtld-background-check ICANN won't say how Demand Media Passed its Background Check, Domain Incite] Retrieved 11 Sept 2013</ref>
A few prominent blogs and community members expressed some concern when Leaf Group (under the name of subsidiary [[United TLD Holdco Ltd.]]) passed its [[ICANN]] gTLD background checks as part of the Initial Evaluation process. The concern was due to the fact that the company has a history of [[cybersquatting]] and thus should not have passed the background checks under ICANN rules outlined in the Applicant Guidebook.<ref>[http://domainincite.com/13211-icann-wont-say-how-demand-media-passed-its-new-gtld-background-check ICANN won't say how Demand Media Passed its Background Check, Domain Incite] Retrieved 11 Sept 2013</ref>
===Trademark Clearinghouse Model===
===Trademark Clearinghouse Model===
In October, 2012 a coalition of the world's most prominent registries, [[Neustar]], [[ARI Registry Services]], [[Verisign]] and Demand Media jointly proposed two models for the mandatory new gTLD Sunrise period and Trademark Claims service involved in the [[Trademark Clearinghouse]] that differ from ICANN’s. To excerpt their letter:
In October, 2012 a coalition of the world's most prominent registries, [[Neustar]], [[ARI Registry Services]], [[Verisign]] and Leaf Group jointly proposed two models for the mandatory new gTLD Sunrise period and Trademark Claims service involved in the [[Trademark Clearinghouse]] that differ from ICANN’s. To excerpt their letter:
"This proposed model simplifies the ICANN model by decreasing the coupling between the Trademark Clearinghouse (TMCH) and registries. The model is as follows:
"This proposed model simplifies the ICANN model by decreasing the coupling between the Trademark Clearinghouse (TMCH) and registries. The model is as follows:
===GAC Early Warnings===
===GAC Early Warnings===
Leaf Group received a total of 11 GAC Early Warnings, mostly directed at its applications for [[.army]], [[.navy]], and [[.airforce]], which the U.S. and other governments noted were the names of official government institutions and would endager their safety and public image. It also received a warning against its application for [[.engineer]].<ref>[https://gacweb.icann.org/display/gacweb/GAC+Early+Warnings GAC Early Warnings, GACweb.ICANN.org] Retrieved 1 Dec 2012</ref>
===PICs===
===PICs===
Leaf Group submitted a [[PIC|Public Interest Commitment]] (PIC) for every one of its gTLD applications. PICs are voluntary amendments that applicants can create, sign, and undertake along with the general registry agreement in order to hold their registry operations to certain standards. They seem to originally have been developed as a way to allow applicants to appease [[GAC]] members that may be concerned about how their application stands as is, or how ICANN will be able to ensure a potential registry remains compliant with its aspirations and mandate as it defined in its summary of its proposed operations in the TLD application. Prior to PICs, there was no clear way of defining operating procedures when moving from the long form essays in the TLD application to the Registry Agreement.
Their PICs provide for: open registration policies; geographic names protections; periodic [[Whois]] database audits; establishment of a [[Domains Protected Marks List]] (DPML); clearly defined parameters of abusive behavior, enforced by a compliance team; limitations on domain proxy and privacy services.<ref>[https://gtldresult.icann.org/application-result/applicationstatus/applicationdetails/1108 PIC Download, gTLDresult.ICANN.org] Retrieved 12 Mar 2013</ref>
Their PICs provide for: open registration policies; geographic names protections; periodic [[Whois]] database audits; establishment of a [[Domains Protected Marks List]] (DPML); clearly defined parameters of abusive behavior, enforced by a compliance team; limitations on domain proxy and privacy services.<ref>[https://gtldresult.icann.org/application-result/applicationstatus/applicationdetails/1108 PIC Download, gTLDresult.ICANN.org] Retrieved 12 Mar 2013</ref>
==History==
==History==
Leaf Group was founded in 2006 in Santa Monica by Richard Rosenblatt, formerly the head of Intermix Media and chairman of MySpace, and Shawn Colo, a private equity specialist.<ref>[http://www.nytimes.com/2010/02/08/business/media/08carr.html?_r=1&8dpc NYTimes.com]</ref> In its first two years, Demand raised $355 million in funding from private investors,<ref>[http://paidcontent.org/article/419-demand-media-raises-another-35-million-total-comes-to-355-million/ paidcontent.org]</ref> including $239 million in investment from [[Spectrum Equity Investors]].<ref>[http://www.crunchbase.com/financial-organization/spectrum-equity-investors CrunchBase Profile]</ref>
In June 2007, Demand Media hired Charles Hilliard, formerly a Morgan Stanley investment banker and United Online senior executive, as its President and CFO.<ref>[http://www.allbusiness.com/services/business-services/4352976-1.html allbusiness.com]</ref> Around the same time, Demand also acquired ExpertVillage.com, a how-to site, for roughly $20 million. Byron Reese, founder of ExpertVillage, became Demand's Chief Innovation Officer and went on to develop the company's content-generating algorithms.<ref>[http://www.wired.com/magazine/2009/10/ff_demandmedia/all/1 Wired]</ref>
In June 2007, Leaf Group hired Charles Hilliard, formerly a Morgan Stanley investment banker and United Online senior executive, as its President and CFO.<ref>[http://www.allbusiness.com/services/business-services/4352976-1.html allbusiness.com]</ref> Around the same time, Demand also acquired ExpertVillage.com, a how-to site, for roughly $20 million. Byron Reese, founder of ExpertVillage, became Demand's Chief Innovation Officer and went on to develop the company's content-generating algorithms.<ref>[http://www.wired.com/magazine/2009/10/ff_demandmedia/all/1 Wired]</ref>
In October 2013, the company released a statement announcing that Founder and CEO [[Richard Rosenblatt]] had resigned and Co-founder [[Shawn Colo]] would replace him as CEO. The statement did not give a reason for Rosenblatt's departure.<ref>[http://domainincite.com/14729-ceo-rosenblatt-quits-demand-media CEO REsenblatt Quits Demand Media, Domain Incite] Retrieved Oct 16 2013</ref>
In October 2013, the company released a statement announcing that Founder and CEO [[Richard Rosenblatt]] had resigned and Co-founder [[Shawn Colo]] would replace him as CEO. The statement did not give a reason for Rosenblatt's departure.<ref>[http://domainincite.com/14729-ceo-rosenblatt-quits-demand-media CEO REsenblatt Quits Demand Media, Domain Incite] Retrieved Oct 16 2013</ref>
In 2013 Demand Media split off its Internet Names section of its business into a newly created subsidiary, [[Rightside]]. The move was made to keep the content and domain names sections of the business separate.
In 2013 Leaf Group split off its Internet Names section of its business into a newly created subsidiary, [[Rightside]]. The move was made to keep the content and domain names sections of the business separate.
===Name.com===
===Name.com===
The prominent registrar, [[Name.com]] was acquired by Demand Media in January, 2013. The reasons for the acquisition were noted as adding a new outlet to sell as many [[New gTLD Program|new gTLDs]] as possible, and bolster Demand Media's line-up by adding a "retail registrar", given that its current [[eNom]] service is a "reseller registrar". Name.com frequently positions itself as a fun and safe alternative to [[GoDaddy]], the world's largest [[registrar]].<ref>[http://domainnamewire.com/2013/01/07/demand-media-acquires-name-com-as-registrar-consolidation-continues/ Demand Media Acquires Name Com As Regsitrar, DomainNameWire.com]Published 7 Jan 2013, Retrieved 9 Jan 2013</ref> As [[Taryn Naidu]] summarized in a blog post, "[Demand Media ] now includes 15 million names under management, the most widely used domain name reseller platform, nearly 9,000 business partners, the leading domain name auction service, an interest in 133 new TLD applications and, now, an award-winning retail registrar.<ref>[http://www.demandmedia.com/blog/name-com-joins-the-demand-media-family/ Name Com Joins the Demand Media Family, DemandMedia.com]Published 7 Jan 2013, Retrieved 9 Jan 2013</ref> In March 2013, it was reported that the acquisition cost a total of $18 million USD.<ref>[http://www.thedomains.com/2013/03/24/demand-media-paid-18-million-for-name-com-registrar/ Demand Media Paid 18 million for Name.com, TheDomains.com]Retrieved 24 March 2013</ref>
The prominent registrar, [[Name.com]] was acquired by Leaf Group in January, 2013. The reasons for the acquisition were noted as adding a new outlet to sell as many [[New gTLD Program|new gTLDs]] as possible, and bolster Leaf Group's line-up by adding a "retail registrar", given that its current [[eNom]] service is a "reseller registrar". Name.com frequently positions itself as a fun and safe alternative to [[GoDaddy]], the world's largest [[registrar]].<ref>[http://domainnamewire.com/2013/01/07/demand-media-acquires-name-com-as-registrar-consolidation-continues/ Demand Media Acquires Name Com As Regsitrar, DomainNameWire.com]Published 7 Jan 2013, Retrieved 9 Jan 2013</ref> As [[Taryn Naidu]] summarized in a blog post, "[Leaf Group ] now includes 15 million names under management, the most widely used domain name reseller platform, nearly 9,000 business partners, the leading domain name auction service, an interest in 133 new TLD applications and, now, an award-winning retail registrar.<ref>[http://www.demandmedia.com/blog/name-com-joins-the-demand-media-family/ Name Com Joins the Demand Media Family, DemandMedia.com]Published 7 Jan 2013, Retrieved 9 Jan 2013</ref> In March 2013, it was reported that the acquisition cost a total of $18 million USD.<ref>[http://www.thedomains.com/2013/03/24/demand-media-paid-18-million-for-name-com-registrar/ Demand Media Paid 18 million for Name.com, TheDomains.com]Retrieved 24 March 2013</ref>
==Business Model==
==Business Model==
Leaf Group employs freelance writers, copyeditors, and filmmakers through its Demand Studios business to create content for its websites.<ref>[http://www.demandstudios.com Demand Studios]</ref>
In order to generate content topics, Demand Media employs a set of algorithms. The first algorithm analyzes bulk data purchased from search engines and other sources to determine what terms are being searched for. Then it crunches keyword rates to calculate how much advertisers might pay to appear on pages that include those terms. Then it counts how many pages already include those terms, ignoring the ones with the most established content.
In order to generate content topics, Leaf Group employs a set of algorithms. The first algorithm analyzes bulk data purchased from search engines and other sources to determine what terms are being searched for. Then it crunches keyword rates to calculate how much advertisers might pay to appear on pages that include those terms. Then it counts how many pages already include those terms, ignoring the ones with the most established content.
Then another algorithm, called the Knowledge Engine, goes back through the data and analyzes what it was about the terms uncovered by the first algorithm that people wanted to know. It also looks at how profitable titles using similar key words have been in the past in terms of ad revenue. At the end of the process, the algorithm reveals the lifetime value (in dollars) expected to be generated from any resulting content.
Then another algorithm, called the Knowledge Engine, goes back through the data and analyzes what it was about the terms uncovered by the first algorithm that people wanted to know. It also looks at how profitable titles using similar key words have been in the past in terms of ad revenue. At the end of the process, the algorithm reveals the lifetime value (in dollars) expected to be generated from any resulting content.
{{reflist}}
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[[Category:Companies]]
[[Category:Media]]