AllThingsD » Santa Monica

Exclusive: The Billion-Dollar Inside Story of How Demand Media Almost Went Private Last Week (And Then Didn't)

Kara Swisher — Sat, 28 Apr 2012 18:02:46 +0000

According to sources close to the situation, Demand Media was deep into discussions with a private equity firm to complete a deal that would have taken the online content company private, nearing a price that was double its current value.

But Demand abandoned the effort this past week — which was born from an aggressive attempt by Boston-based Thomas H. Lee Partners to purchase the company for a price of up to $1.2 billion. That was due to a number of challenges, including complications related to its financing and the ability to retain executives in its aftermath.

The move on Demand by private investors is perhaps no surprise, and is part of a wider trend related to some Internet companies whose stocks have a depressed value relative to the worth of their assets.

Among companies having been and also being evaluated by private equity firms, whose business it is to turned the undervalued into a goldmine: Yahoo and AOL.

And also Demand, which is now worth only $605 million, a market cap that is off 65 percent since it went public in February 2011. Shares now trade at $7.25 each.

That depressed share price has been due to a number of issues, most especially changes to Google’s search algorithm to improve results. Called Panda, the changes at the search giant — a critical partner of Demand’s — has cut traffic to its major content sites and also called into question its ability to monetize its scaled editorial efforts.

Such a situation is nearly irresistible to PE firms — in this case, Lee, which approached Demand.

Several sources said that the board threw out a hefty number that it assumed would shut down any interest and the pair began talking with an initial offer to take the company private at $11.28 a share.

That equals close to $1 billion for Demand, which also has more than $100 million in cash. But sources said Lee and Demand also discussed the addition of a large loan as part of the ongoing discussions, for possible acquisitions related to a content roll-up strategy it had, which would bring the total up to $1.2 billion.

One source underscored that the board of the Santa Monica, Calif., company had no interest or intention to sell the business, but that the premium was large enough that it engaged.

The deal from Lee, which also included a strategy of splitting up the content arm from Demand’s lucrative domain-registar business.

There were also large cash-out provisions for major shareholders, as well as for CEO and co-founder Richard Rosenblatt.

Thus, the two sides engaged intensely in the last several weeks in crafting an agreement, although the devil would prove to be in the details.

One big issue is that taking Demand private was still a big financial commitment for Lee — which tried to engage some of its limited partners in the transaction — as well as other investors, including Silicon Valley’s Marc Andreessen.

That proved harder than Lee thought, said sources, with some balking at the firm’s ability to make a big enough score on the possible turnaround.

“It was hoped it would be a Skype situation, but there were worries,” said one source, referring to the blockbuster sale of the Internet telephony company by private investors to Microsoft for $8.5 billion last year. That deal was widely considered a PE home run, given the excessive premium paid for it.

Demand’s challenges increasingly worried the firm as it moved forward, sources said, causing it to reevaluate its earlier bid several times.

Also a worry: Retaining major talent, including Rosenblatt and others, after they sold large chunks of their equity.

After Lee asked for more time to complete the financing, Demand ended the talks last week.

Another source, as is typical in these endings, said it was the Lee that walked away (who knows and, really, who cares — both sides were engaged seriously).

One thing was true: “Demand was definitely at the altar, but it did not get to the vows,” said one source.

Another source noted that the board also determined that Demand’s situation was improving, and that new trends are showing that the bottom might be been reached. The company reports its first-quarter earnings on May 8, which is expected to show some traction related to its many challenges.

“There is nothing Lee could do that Demand could not do for itself,” said one person. “So throwing in the towel seemed premature for now.”

Lee declined to comment, as did Demand.

L.A. Stories: Mike Jones and Peter Pham Talk About the Science of Tech Studios (Video)

Kara Swisher — Wed, 04 Apr 2012 20:27:00 +0000

While swanning about Los Angeles last week, I paid a visit to a number of interesting techies, including Mike Jones and Peter Pham, who recently founded Science.

While there are a lot of incubators and accelerators out there fiddling with start-ups, the pair of well-known entrepreneurs are calling this venture a “technology studio.”

By that, they mean that Science will do a lot more, from coming up with in-house ideas to investing some of their $10 million in backing to advising on how Silicon Valley should look at investments in Southern California to even taking on restructuring of larger entities.

Science investors include Rustic Canyon, White Star Capital, the Social+Capital Partnership and Google Executive Chairman Eric Schmidt’s Tomorrow Ventures, and it also has relationships with private equity firms for the bigger stuff.

The focus of Science, as the pair discusses below in a video interview, will be in three arenas: The intersection of content and commerce, social and mobile, and location.

As longtime entrepreneurs and Internet execs, Jones and Pham know those arenas, both the pluses and the minuses.

Jones tried his best (and, like others, failed) with the Myspace revival and also founded and sold Specific Media, Userplane and Tsavo Media.

Pham was recently helming the high-profile and controversial Color photo-sharing start-up in Silicon Valley and did stints at both BillShrink and Photobucket (a former News Corp. property, as was Myspace. News Corp. owns this Web site.).

Here’s my chat with them about their sun-dappled dreams of SoCal tech hegemony via their Santa Monica, Calif., HQ:

[ See post to watch video ]

L.A. Stories: HipSwap Tries to Take the Creepy out of Craigslist (Video)

Kara Swisher — Mon, 02 Apr 2012 17:56:24 +0000

Last week, I visited Los Angeles to get a gander at some of the many digital companies that are doing some interesting things down south of Silicon Valley.

First stop: HipSwap, a community-based marketplace that is now in 14 U.S. cities after initial tests in Los Angeles and New York City.

Its goal is to de-creep the experience — because no matter how it’s done online, local buying and selling still has a lot of glitches. Using a visual approach (think Pinterest), with hipster social hooks (think Airbnb) and focusing on location (hmm, perhaps think Foursquare), complete with delivery in some cities, HipSwap is hoping to differentiate itself from big players in the space, such as Craigslist and eBay.

The app-heavy HipSwap allows anyone with stuff, including boutique merchants with quirky stuff to move, to quickly snap photos of items, price them and then — presumably — sell. Payment is made via PayPal or credit card, with HipSwap in between the buyer and seller, to ease the transaction’s typical awkwardness.

Because it is local, the items are varied, from trendy baby strollers to funky furniture to antique sewing machines. And, because it is in the L.A. area, HipSwap is also pushing celebrity fare, with a charitable “Shop My Closet” marketplace and video series, which recently included Kyle Richards from “The Real Housewives of Beverly Hills.”

The Santa Monica, Calif. start-up recently closed $1.1 million seed funding from a number of prominent investors, such as Founders Fund, Greycroft Partners, as well as former Microsoft exec — and early Pinterest angel — Hank Vigil and Mahalo President Jason Rapp.

Here’s a video interview I did with co-founder and CEO Rob Kramer about the interesting retail concept:

[ See post to watch video ]

Exclusive: BermanBraun Buys Most of Shelby Bonnie's Whiskey Media

Kara Swisher — Thu, 15 Mar 2012 16:30:32 +0000

In a deal that was just signed, longtime Silicon Valley exec Shelby Bonnie has sold his social publishing start-up, Whiskey Media, to Santa Monica-based entertainment and interactive production company BermanBraun.

As part of the deal, BermanBraun will get three key sites of San Francisco-based Whiskey, including video entertainment-focused Screened, tech-testing site Tested, and Anime Vice, which covers anime and manga comics. It will also acquire Whiskey’s content-publishing platform.

Two other sites owned by Whiskey — games-oriented Giant Bomb and comic-book database Comic Vine — will be sold to another media company, which is rumored to be CBS Interactive.

Heaped on top of the niche content, aimed at passionate fans, Whiskey mixes in a lot of social networking, as well as user-generated content, along with its professional fare.

Terms of the deal were not disclosed.

But the major reason for the acquisition is that BermanBraun — which also makes popular sites for large portals such as Microsoft’s MSN (the Wonderwall celebrity site and Glo, aimed at the women’s lifestyle arena) and AOL (upcoming sites on weather, men and pets) — needs to be able to scale its online content production. The Whiskey platform should be able to allow it to more easily grow and create new sites more quickly, as well as mine data across them.

“With the addition of Whiskey’s first rate team and powerful, state of the art publishing, data and social tools platform, we will be able to further enhance our user experience and engagement, and provide our advertising partners with unparalleled data insights,” said Lloyd Braun and Gail Berman, who run BermanBraun, in a statement. “One of the other great parts of this acquisition is that we will have Shelby Bonnie in our lives. We have enormous respect for Shelby personally and professionally, and his insights, relationships and acumen will be invaluable to us.”

Bonnie, who was once CEO of CNET, which he helped found, added: “I have had the pleasure of knowing both Lloyd and Gail for years and they are two incredibly high integrity people who bring passion and creativity to the interactive space. As we see a dramatic changes in the whole media landscape, success will demand new skills and talents. BermanBraun’s content skills and vision joined with the Whiskey platform will create a combination that I believe is without equal. I couldn’t be more excited for the combination.”

Here is a video interview I did with Bonnie in mid-2010 about Whiskey:

[ See post to watch video ]

Demand Media Beats Expectations Slightly in Q4 Report; Buying Back More Stock; CEO: "Turbulent Year"

Kara Swisher — Thu, 16 Feb 2012 21:32:25 +0000

Demand Media, which has suffered from stock weakness and worries about its traffic and costs, beat Wall Street expectations in its fourth quarter earnings report, which was released after the market closed today.

The Santa Monica, Calif., online media company said it earned eight cents per share, up one cent on analysts’ estimates of seven cents. Revenue came in slightly higher too, at $84.4 million compared to an expected $81.95 million.

Still, Demand shares were down almost five percent in after-hours trading on the news, to $5.94.

Demand said that about $50 million of that came from its content businesses, while just over $31 million was due to its registrar business.

Free cash flow was up five-fold from $3.3 million to $18.3 million, which Demand said was due to cost controls and decreased spend on its flagship eHow site, which has seen changes in its content and distribution platform.

Demand also said it is going to buy back more of its stock, upping a $25 million plan to $50 million.

Said the company:

“During the fourth quarter of 2011, Demand Media repurchased 1.9 million shares of common stock for $13.3 million under its Board-authorized $25.0 million share repurchase program. To date, the Company has repurchased 2.8 million shares of common stock for $20.1 million. On February 8, 2012, Demand Media’s Board authorized an increase of $25.0 million to the program, taking its total authorized repurchases to $50.0 million.”

In a conference call with analysts after the reports, CEO Richard Rosenblatt acknowledged it was a “turbulent year,” but noted that Demand would be enhancing its properties for higher page views and more direct traffic.

He also addressed the departure of some of Demand’s founders. “All three were very important members of our team,” he said. “But it’s the natural evolution of a young company.”

If you want more deets, read all about it here in the company’s official press release:

4Q11 Results Release FINAL02.16.12

After Stock Got Whacked Last Week, Demand Media Readies Its Q4 Story for Wall Street

Kara Swisher — Thu, 16 Feb 2012 17:27:10 +0000

A little more than a week ago, Morgan Stanley kneecapped Demand Media’s stock by downgrading the Santa Monica, Calif., online content company’s prospects.

Some worries: Pressure from algorithm-tweaking Google, upon which Demand relies heavily for traffic; worrisome drops in said traffic due to said tweaking; and not enough uptake on higher-quality, premium stories the company had promised in the fall.

Demand shares fell 6.5 percent that day, to close at $5.93.

It has recovered a bit to $6.13 today, but is still off almost 8 percent since the beginning of the year, and 71 percent from a year ago.

One irony to the tough call by Scott Devitt, of course, was that Morgan Stanley was the investment bank that had taken Demand public in January of 2011, at $17 a share.

In addition, the recent departure of three of the company’s six founders has also worried investors.

All this will presumably be on display today when Demand reports its fourth-quarter earnings. Wall Street analysts are expecting Demand to earn seven cents a share on an adjusted basis on an expected $81.95 million in revenue.

We’ll see after the market closes, as well as what its execs have to say about the key metrics of costs and traffic.

GigaOM Buys paidContent (Like Peter Kafka Said)

Kara Swisher — Wed, 08 Feb 2012 19:19:06 +0000

GigaOM finally fessed up and said that it had bought tech and media news site paidContent, as AllThingsD.com media ninja Peter Kafka had reported earlier this week it would.

The price is reportedly low, according to sources, but we’ll find out for you, since neither GigaOM nor the former paidContent owner, Britain’s Guardian News & Media, is talking. As part of the deal, though, the Guardian has gotten some sort of stake in GigaOM, and someone there is joining its board as an observer.

PaidContent founder Rafat Ali left his company a couple years after selling to the Guardian in 2008. The Guardian put it up for sale in the fall.

Malik has sold off chunks of his own business — one of the pioneering tech and media news blogs — to venture capitalists such as True Ventures (where he is now a venture partner) and Reed Elsevier Ventures, who have invested a total of $15 million.

In a blast from the past, here is a video interview I did with Ali in mid-2007 in Santa Monica, Calif., at what was then its new offices, talking about the bright future ahead for paidContent (sorry about the quality, but whatevs!):

[ See post to watch video ]

Here is Om Malik’s blog post on the subject, which goes into all (or almost all) the deets:

First the news: Yes, the rumors are true. We are indeed buying the assets of ContentNext Media from Guardian News & Media Limited. And no, we are not disclosing the terms of the deal, except that we are buying the entire group of properties — paidContent.org, mocoNews.net, contentSutra and paidContent:UK and that a representative of Guardian News & Media will join our board of directors as an observer.

A few weeks ago when Paul Walborsky, CEO of GigaOM, came to the board and suggested that we should try and acquire paidContent, my fellow board members — Jon Callaghan (True Ventures), Ammar Hanafi (Alloy Ventures) and Kevin Brown (Reed Elsevier Ventures) — didn’t hesitate for a minute. The ethos of paidContent and our company are in sync. GigaOM’s core belief is that as connectivity becomes ubiquitous, it changes everything from society to business to we the people. paidContent from the very beginning has been built on the idea that connectedness is and will change media. It makes perfect sense for us to team up. Since then, Paul and his team worked tirelessly to make it happen.

OK, now you know what. Let me tell you why.

Now, why are we doing this deal, clearly the biggest of our five-and-a-half-year history? Two simple but equally powerful reasons — the first and perhaps most important reason: people. I have been an admirer of paidContent’s editorial team from the very beginning of its journey. Rafat Ali and Staci Kramer were two of my favorite writers in the early days of professional blogging. And while Rafat (who is on our board of advisers) has moved on to new things, I am glad to have Staci join us. She has been instrumental in building ContentNext from the ground up, and in addition to writing, she has been building the company’s event business. I am thrilled to announce that she will remain the editor of paidContent.

Ernie Sander who spearheads the ContentNext editorial operations is the kind of veteran everyone on our team, including me, can learn from. And for that precise reason, Ernie is going to become the executive editor of our sprawling online editorial operations. Our managing editor, Nicole Solis, is being promoted to VP of Editorial Operations. And then there is the most awesome team of journalists — Robert Andrews, Tom Krazit, Daniel Frankel, Laura Hazard Owen, Jeff Roberts and Amanda Natividad. In addition there are a wonderful group of technology, business and sales people who are joining our company. I welcome them all to our growing family and can’t wait to break bread with them in weeks to come.

Location, location, location

These fine folks are actually going to help bolster our presence in New York and help increase our footprint in Europe, a region of key strategic focus for GigaOM. (We will be hosting Structure:Europe in Amsterdam, October 16-17.) With this deal, we are really pleased that one of the most forward-looking media outlets around, Guardian News & Media, will become a shareholder in our business.

As you all know, I am (and will always be) a displaced New Yorker; New York City is my spiritual home. By increasing our footprint in the capital of the world, I would get a chance to go back more often. But it’s not an emotional tug that is driving us to this decision. New York is fast becoming a major technology hub, as Ryan Kim outlined in his recent post. And we want to expand our coverage to Boston — thanks to Barb Darrow who joined us several months ago — and the Washington DC corridor as well. paidContent’s New York City offices are now GigaOM East.

Media is the new Wild West

We are quite strategic about our acquisitions — we acquire media entities only if we love the people and believe that we are at the starting phase of a trend. In 2008, we acquired jkOnTheRun as our tip of the hat to the growing demand for mobile devices and the changes it would bring into society. Later that year, we brought in The Apple Blog because we knew the best was yet to come for Apple. Both of those acquisitions have helped GigaOM cover the issues that matter most to our ultimate customers — you, the reader — in a smart, sensible fashion.

“The question that mass amateurization poses to traditional media is ‘What happens when the costs of reproduction and distribution go away? What happens when there is nothing unique about publishing anymore because users can do it for themselves?” We are now starting to see that question being answered.” — Clay Shirky

Shirky’s observation means that we are in a time of chaos where the very idea of media is being questioned. And as a Chinese proverb says, from chaos emerges opportunity. I believe the best is yet to come for media.

Over the past few years we have started to see the transformation of media by new technologies, new methods of distribution and newer ways to consume information. Mathew Ingram has been writing about these disruptions on a regular basis, and now we are going to double down on what we think is a great new chapter in the media industry.

I have always believed that we’ve got to stop thinking of media as what it was and focus on more of what it could be. In the world of plenty, the only currency is attention and attention is what defines “media.” Zynga is fighting Hollywood for attention (and winning). Instagram is taking moments away from other media. They have attention. There are old companies that are dying and new ones that are being invented. We’re eager to expand our coverage of social and digital media editorially, in our research and at our events. paidContent is the best chronicler of the media industry, and by blending their coverage with ours, we hope to watch this fast-changing industry ever more closely.

Please join me in welcoming the ContentNext team!

Honest: Jessica Alba's Now an E-Commerce Geek (Video)

Kara Swisher — Wed, 25 Jan 2012 18:05:48 +0000

From the Web 1.0 Matt Damon-Ben Affleck debacle to the stunt-casting of Justin Timberlake as a Myspace impresario and everything in between, I have been more than dubious about any online effort by a celebrity.

Not surprisingly, it is usually a lot of special effects but little in the way of substance, from an entrepreneurial point of view.

So it was nice to be actually impressed by actress Jessica Alba’s fledgling effort to break into online commerce, via a new site called the Honest Company.

Using an interesting online subscription model and aimed at the modern mom, Honest sells its own private-label, eco-friendly and hipster baby diapers and biodegradable wipes, as well as organic bath/skin care and green cleaning products.

Alba, who is Honest’s president and one of its co-founders, was inspired to bootstrap the start-up after having kids and being confused as to how to find nontoxic products for them in a marketplace of questionable offerings.

Thus, she and Christopher Gavigan, author of “Healthy Child Healthy World,” hooked up with an experienced entrepreneur — Brian Lee, co-founder of ShoeDazzle and LegalZoom — to create Honest, which just launched.

Selling its own products using a monthly “bundle” model differentiates Honest from comparable sites, such as Gwyneth Paltrow’s GOOP, which focuses on classy recommendations of a wide variety of similar fare.

Right now, the online-only Honest effort is using Alba’s high profile and online clout — many millions of fans and followers on social sites like Facebook and Twitter, for example; and also viral marketing, via mommy bloggers — to get noticed.

But the proof will be if Honest can keep its customers coming back every month for more, as it expands its line. (So far, the reviews of the products have been raves, such as this one from salt & nectar.)

Here’s Alba talking about Honest with Lee, in a video interview at the company’s Santa Monica, Calif., HQ:

[ See post to watch video ]

Former Color Co-Founder Peter Pham Heads to Former Myspace CEO's L.A. Tech Studio (Video)

Kara Swisher — Mon, 21 Nov 2011 16:00:54 +0000

Well-known tech entrepreneur Peter Pham will be joining the Los Angeles-based start-ups lab that was just launched by former Myspace CEO Mike Jones.

Pham, who was recently helming the high-profile and controversial Color photo-sharing start-up in Silicon Valley, will be moving south again to join Jones at the Santa Monica, Calif.-based “technology studio,” called Science.

As Liz Gannes reported last week, the goal — with $10 million in funding and private equity partners at the ready for more — is to “incubate ideas in-house, invest in other people’s start-ups, advise Silicon Valley companies on breaking into Hollywood, and maybe even look into reworking later-stage Internet companies like Yahoo.”

Pham and Jones will aim at three verticals: The intersection of content and commerce, social systems, and mobile and location.

That’s an area that Pham knows well, with stints at both BillShrink and Photobucket (also a former News Corp. property, as was MySpace), as well as active angel investing.

In an interview yesterday, Pham said he hopes to bridge the Silicon Valley-L.A. delta more, since there is an increasing amount of promising tech taking place there, too.

“There is a lot going on in L.A., and a lot of tech talent that still sometimes get less attention up in Silicon Valley,” said Pham. “I hope to be part of bringing the communities a little closer together.”

In addition, he said that the focus of Science would not necessarily be on online entertainment start-ups, as might be expected, given the proximity to Hollywood.

“We really want to shine a light on the innovation taking place in Los Angeles beyond the obvious,” said Pham.

It’s a good idea, given how navel-gazing Northern California geeks can be.

Also in the L.A. start-up scene of late is a new accelerator called Start Engine, which debuted recently with a focus on mentorship on 120 start-ups per year.

You can see Pham featured in this video that Gannes did about Color:

[ See post to watch video ]

And here’s the official press release about Pham joining Science:

Peter Pham press release.FINAL11-21-11

Peter Chernin on Hollywood, Asia Growth and Not Yahoo: The Full AsiaD Interview (Video)

Kara Swisher — Thu, 17 Nov 2011 22:34:20 +0000

We are now posting the full videos from the recent AsiaD conference, which took place in Hong Kong in October.

We’re following the schedule of the actual event. Up now: Hollywood mogul Peter Chernin.

The much-respected entertainment exec, who was the longtime president of News Corp. (which owns this Web site), now runs his own production company in Santa Monica, Calif.

Chernin Entertainment has had some big early successes, including the hit movie “Rise of the Planet of the Apes,” and the adorkable television show “New Girl.”

But Chernin has always been much more Internet-curious than the average Hollywood mogul. He was deeply involved in the creation of the Hulu premium video service, and now serves on the board of the Pandora online music site. He’s also been giving the troubled situation at Yahoo a look-see with some private equity firms.

Chernin declined to talk about this deal in an onstage interview with Peter Kafka, but he does discuss the prospects for the old media world in the digital age, and the giant opportunities in Asia:

[ See post to watch video ]

Now, Breathe: Demand Media Beats Wall Street Expectation in Q3

Kara Swisher — Mon, 07 Nov 2011 21:43:53 +0000

Demand Media beat Wall Street expectations in the third quarter, posting a loss of five cents a share. Investors had expected it to lose from four to six cents.

Revenue was up 25 percent to $85.1 million, compared to $65.4 million in the same period a year ago. Minus traffic acquisition costs, sales increased 26 percent to $78.1 million from $62.2 million.

The stock of the Santa Monica, Calif., social content company has suffered in the quarter due to worries about its traffic and growth, but it has recently bounced back after hitting all-time lows.

After losing almost nine percent today, in profit-taking ahead of earnings after a recent price surge, Demand shares rose over 17 percent in after-hours trading to $8.30.

Some more details, according to a Demand statement on the Q3 financial results:

Content & Media Revenue increased 27% to $50.7 million, compared with $39.8 million in Q310.

Traffic acquisition costs (TAC), which represent the portion of Content & Media revenue shared with Demand Media partners, of $3.4 million, or 6.7% of Content & Media revenue, compared with $3.2 million, or 7.9% of Content & Media revenue, in Q310.

Content & Media Revenue ex-TAC grew 29% to $47.4 million, from $36.7 million in Q310.

Registrar Revenue increased 20% to $30.7 million compared with $25.5 million in Q310.

In addition to its more high-profile content business, Demand also has a domain registry unit.

“We reported another strong quarter as we continue to build Demand Media’s foundation for long-term growth,” said Richard Rosenblatt, Chairman and CEO of Demand Media in the statement. “The Company is uniquely positioned to deliver data-driven professional content through its robust content publishing platform. We are now in the process of optimizing that platform while increasing our investment in video content and enhancing the quality, engagement and user experience of our sites.”

There will be a conference call at 2 pm PT today, which I will liveblog (as long as it is lively!).

Until then, enjoy the official Q3 earnings press release:

3Q11 Earnings ReleaseFINAL

What Answers Will Investors Be Demand-ing in the Q3 Call Today?

Kara Swisher — Mon, 07 Nov 2011 14:13:09 +0000

Just last week, it seemed as if the dangerous riptide had finally turned for Demand Media, the social content company whose stock for the quarter bottomed out in mid-October, in the $5-a-share range.

It has now rebounded to close Friday at $7.76, with a market valuation of just over $651 million — still a far cry from a high of over $27 a share in the last year, but well below the target price of upward of $14 from Wall Street analysts.

That’s why there will be plenty of questions for CEO Richard Rosenblatt in a conference call scheduled for after the Santa Monica, Calif.-based Demand reports its third-quarter earnings, following the close of markets this afternoon.

Analysts are expecting Demand to lose four to six cents a share. Revenue is expected to be up.

One issue sure to be on the docket will be the traffic problems at its flagship eHow site, which stymied Demand in the quarter. The situation caused it to release a statement about the issue, “which the Company believes is temporary and was the result of an internal technical issue. The technical issue has recently been remediated.”

Assume you will hear more on that and other topics, including updates on the cost of its content and the continued impact on Demand of search-algorithm changes at Google, as well as how it is faring in attracting more lucrative advertising.

I will be covering the earnings and the analyst call, so tune in later today for answers.

Exclusive: Longtime Yahoo Front Page Editor Liz Lufkin Out

Kara Swisher — Tue, 06 Sep 2011 15:37:53 +0000

According to sources close to the situation, longtime Yahoo front page chief Liz Lufkin has parted ways with the company.

The departure last week appears to be related to a reorg by newish editor-in-chief Jai Singh, who used to run the editorial efforts for the Huffington Post, at the Silicon Valley Internet giant.

Singh appears to be setting up his own team and, thus, Lufkin was out.

Lufkin has been at Yahoo for many years, most recently as VP of front page programming. In that job, according to one bio, she supervised “editors in Sunnyvale, Santa Monica, New York and Dallas and consult[ed] to various international Yahoo! sites. Liz’s group contributed to the successful development of Yahoo’s pioneering content optimization personalization system, improving the relevancy of Front Page for users and providing new insights on audience behavior.”

Previous to Yahoo, she had been deputy managing editor at Gannett’s USATODAY.com and USA Today. She had a similar job at the Hearst-owned San Francisco Chronicle.

Lufkin’s job at Yahoo is a critical one, given how powerful the front page of the site is, with 600 million unique visitors and billions of page views.

While the portal system has been under siege in recent years, it is still a massive driver of traffic to Yahoo’s own Web properties and elsewhere on the Internet.

Yahoo declined to comment (but I am right!).

UPDATE: Yahoo said that it had hired CNET editor-in-chief Scott Ard to take Lufkin’s place. Ard, who worked for the CBS-owned tech news property for 12 years, will report directly to Jai Singh, editor-in-chief of the Yahoo Media Network.

California Apple Store Could Let the Sun Shine In

Peter Kafka — Wed, 17 Aug 2011 11:55:50 +0000

Not a spaceship, but still fun to look at, at least for people who like to look at renderings of proposed Apple stores: Here are a couple, showing what appears to be a proposed location on Santa Monica’s Third Street Promenade, featuring a “transparent glass ceiling.”

As Curbed (via MacRumors) notes, a permit request to Santa Monica’s planning commission doesn’t identify the retailer that wants to build this thing, but it sure looks a whole lot like a showcase Apple store.

Bonus for whatever store’s employees do end up working here: “Secure bicycle parking” in the basement. If you’re into that kind of thing.

Wall Street's Demand for Demand Media Falls Off

Kara Swisher — Tue, 09 Aug 2011 13:01:06 +0000

After the markets close tomorrow, Demand Media will report its second-quarter earnings.

Wall Street is expecting a solid performance from the Santa Monica, Calif.-based online content maker compared to last year.

The consensus of estimates by analysts is for Demand to lose one cent a share, which is much smaller than the 55 cents a share loss from the same period a year ago. It is also an improvement on a previous loss of five cents a share for this quarter that investors had been predicting.

Nonetheless, the company’s stock hit its all-time low yesterday, after a strong IPO in January. Since the summer, it’s been all downhill, with Demand shares off 50.4 percent since early May.

Since it went public, the stock is off 63.1 percent.

Yahoo Keeps Up Hiring–Rob Barrett Named as Head of News and Finance

Kara Swisher — Mon, 09 May 2011 15:27:43 +0000

Yahoo is on a bit of a hiring spree, picking up longtime Internet exec Robertson Barrett (pictured here), to run its critical and powerful Yahoo News and Finance sites.

Barrett has held top positions at Tribune Interactive, Time Inc., ABC News, Primedia’s Channel One Interactive and The Feedroom.

Barrett worked most recently as chief strategy officer of Perfect Market, a Comcast-backed start-up.

Last week, Yahoo announced that Jai Singh will join the company as editor in chief. Before that Ken Fuchs was tapped as VP of Sports, Games and Entertainment.

For the huge Yahoo News job, Barrett replaces Mark Walker, who left for Disney a month ago. Steve Schultz left the top Yahoo Finance job last fall.

Here is Yahoo’s official press release, which confirms it and the particulars:

Yahoo! Names Robertson Barrett Vice President of News and Finance

Media Industry Vet to Oversee Company’s Category-Leading Properties

Yahoo! today announced that Robertson Barrett will join the company as Vice President of News and Finance. Based in Santa Monica, Calif., Barrett starts May 16, and will report to Mickie Rosen, senior vice president of the Yahoo! Media Network.

A media industry veteran, Barrett brings more than 20 years experience leading online ventures and as a reporter, including senior positions at Tribune Interactive, Time Inc., ABC News, Primedia’s Channel One Interactive, and The Feedroom. His appointment is the latest addition to the Yahoo! Media Network leadership team, which recently announced that Jai Singh will join the company as Editor-in-Chief, and Ken Fuchs as Vice President of Sports, Games and Entertainment.

Barrett will oversee Yahoo! News and Yahoo! Finance in the U.S., two of the company’s most renowned properties. In the U.S., the Yahoo! News Network is No. 1 in the general news category, attracting 86.6 million unique users in March 2011 and Yahoo! Finance has been the top finance destination for 39 straight months, attracting 42.6 million users in March 2011–more than twice as many unique visitors as the No. 2 destination Dow Jones & Company (comScore).

“Rob’s addition to our leadership team comes at a pivotal time for Yahoo! News and Yahoo! Finance, especially in light of the global and economic events driving massive consumer interest and engagement,’ said Rosen. “We have ambitious plans for these properties, and Rob will play a critical role in leading these businesses and deepening Yahoo!’s position as the premier digital media company.”

Barrett’s appointment comes on the heels of the largest traffic week in the history of Yahoo! News. Following the death of Osama bin Laden, Yahoo! News has experienced its heaviest-trafficked week, including 3 of its top 10 most visited days ever. Since the news broke, Yahoo! News has served more than 865 million pageviews, attracting more than 20.4 million unique users on Monday, May 2 and 17.6 million unique users on Tuesday, May 3 in the U.S. Yahoo! reaches more than 680 million users globally each month.

Barrett most recently served as Chief Strategy Officer of Perfect Market, a Comcast-backed venture, where he was responsible for building relationships with major news brands for the organization. Previously, he was EVP of Tribune Interactive, where he managed the operations and strategic development of online properties in 40 U.S. markets, including latimes.com, chicagotribute.com, baltimoresun.com, and all Tribune news, entertainment and TV sites. He also was previously VP and GM of The FeedRoom Inc., an Internet news venture backed by NBC, where he oversaw the development of video-on-demand for NBC, Tribune Company, CBS and local station groups. He was also co-founder and operating lead at online ventures for Time Inc., ABC News and Primedia’s Channel One Interactive. He holds a BA from Duke University and a Masters from Harvard University.

Liveblogging Demand Media's Q1 Earnings: Perky Perfecting!

Kara Swisher — Thu, 05 May 2011 21:13:31 +0000

Today, after Demand Media beat Wall Street expectations, its execs got on the horn with investors to explain how it plans to beat the Panda.

That would be the beastly name for Google’s rejiggering of its search algorithm, in order to rid search results of poor quality content.

Along with many other sites, Demand has gotten smacked by its raging paw.

Still, the Santa Monica, Calif.-based company reported revenue of $79.5 million and six cents a share in adjusted net income.

Wall Street was expecting the company to report about $69.6 million in revenue for the three months, with four cents a share in adjusted profits.

On a GAAP basis, net loss per share was 13 cents compared to 94 cents a year ago.

Here’s the liveblog of the conference call:

2 pm PT: Demand’s investor relations dude came on and I immediately tuned out until CEO Richard Rosenblatt got on the line to talk about the results.

He was as perky as ever, launching right into the meat of the situation–how Demand was going to pretty up its offerings, such as a redesign of its flagship eHow site and its new editorial arrangement with another perky person, food lady Rachael Ray and the also perky fashionista/talk show lady Tyra Banks.

Gone will be user-generated content that Demand used to let people post at will on its eHow site that was, well, less than good.

As in, bad.

Instead, it’s “curation,” “editorial innovation” and feedback cycles.

We old-timers like to call that journalism and copyediting, complete with mean old editors who spiked said copy when it was crappy.

“Let me be clear,” said Rosenblatt, the Google changes did negatively impact Demand’s traffic. But Rosenblatt said the company dug into its content and has been improving it since.

2:17 pm: Now it was CFO Charles Hillard reading the results themselves. I am sorry, Mr. Finance Guy, but I can read it myself, so this is always the time in earnings calls when I check out and spend my time improving my content.

So when I heard words such as “stock-based comp,” I moved on to fixing all the typos that a very nice reader alerted me to, since I was writing too quickly.

Then, I briefly considered writing a high-quality post for eHow on how to write earnings and fix typos at the same time. I am that good.

2:30 pm: The CFO dude finished up and the Q&A with analysts started.

All Panda questions, natch!

Rosenblatt seemed calm, cool and collected.

“We think on this one, they did a very good job,” he said of Google’s search-fixing efforts, trying to soothe the savage beast. “We all continue to evolve.”

Which translated to: Google says jump and we say: “How high?”

Which is then followed by: “Please sir, can I have some more (traffic)?”

Demand Media Beats the Street in Q1 Earnings and Promises to Clean Up Its Content Act

Kara Swisher — Thu, 05 May 2011 20:39:37 +0000

Demand Media handily beat Wall Street expectations in its first quarter results today, released after the market closed.

The company reported revenue of $79.5 million and six cents a share in adjusted net income.

Investors were expecting the company to report about $69.6 million in revenue for the three months, with four cents a share in adjusted profits.

On a GAAP basis, the net loss per share was 13 cents compared to 94 cents a year ago.

The decent results could boost Demand’s stock, which has been hit hard since Google launched “Panda,” an overhaul of its search algorithm to improve results and remove poor quality content.

In a conference call at 2 pm PT today, which BoomTown will be liveblogging, most will be paying more mind to what the online content company’s top execs–especially CEO Richard Rosenblatt–have to say about the impact of the updates from Google to Demand’s various Web offerings.

As a first strike, some of Demand’s execs briefed the media earlier today on efforts to improve the quality of its content–you can read the official press releases here on that and also here.

In them, Demand said it will remove some online posts that were substandard and created under a now-suspended writers’ compensation system. It said it is also improving reader feedback tools and adding more substantive stories to its sites.

Those are all good ideas, since Google’s tweaks have been chewing away at a range of Web sites–such as those owned by Demand–which rely heavily on search engine optimization to bring in huge traffic.

One big hit for Demand, due to Panda, has been to its flagship eHow site.

All the mishegas has hurt the Santa Monica, Calif., company’s stock. It’s down just over 30 percent since Demand’s IPO in late January, as bearish investors fret over the implications of Panda.

Still, in its report, Demand said its content and media revenue was up 72 percent to $51.9 million, compared to $30.2 million last year.

Kung Fu Panda Too? Demand Media Q1 Earnings All About Battling the Bears

Kara Swisher — Thu, 05 May 2011 13:06:06 +0000

Later today, Demand Media will report its first-quarter earnings, its second outing after its IPO earlier this year.

Wall Street is expecting the company to report about $69.6 million in revenue for the three months, with 4 cents a share in profits.

But what most will be paying more mind to will be what the online content company’s top execs–especially CEO Richard Rosenblatt–have to say about the impact of search algorithm updates at Google to its various Web offerings.

Codenamed “Panda,” the effort by the Silicon Valley search giant is aimed at improving results by getting rid of poorly conceived content.

And, indeed, the tweaks have been chewing away at a range of Web sites–such as those owned by Demand–which rely heavily on search engine optimization to bring in huge traffic.

One big hit for Demand, due to Panda, has been to its flagship eHow site.

All the mishegas has hurt the Santa Monica, Calif., company’s stock. It’s down just over 30 percent since its public offering in late January, as bearish investors fret over the implications of Panda.

That said, Demand shares were up more than six percent yesterday, to close at $15.75. And some think the recent stock fall has been overblown.

However the winds blow, Rosenblatt must play it cool, since he cannot spook Wall Street, but also does not want to indicate to Google that its efforts are not effective either.

Tune in after 1 pm PT today to get the first-quarter results, and even more at Demand’s 2 pm conference call with analysts, where BoomTown will translate it all for you.

Until then, please enjoy the movie trailer for “Kung Fu Panda 2,” which opens May 26:

Ahead of Earnings Next Week, Demand Media Shares Drastic Dip Due to Googley Panda-Monium

Kara Swisher — Wed, 27 Apr 2011 18:35:16 +0000

April showers bring…well, a bad month for the still-young stock of online content maker Demand Media.

After a successful IPO in January, shares of the Santa Monica, Calif., company had stayed largely in the mid-$20 range, including a high of $27.38.

That is, until this month, when gloom in the form of algorithm changes at Google–with the seemingly dulcet code name of “Panda” and designed to weed out poorly made content–appeared to hit SEO-heavy Demand hard.

At first, the updates by the search giant seemed not to effect Demand as much as other sites. But more recent tweaks have caused traffic to its flagship site, eHow.com, to be much more negatively impacted.

And–presumably due to its search advertising-heavy business model–that worry then caused the stock to plummet from above $24 in the beginning of April to yesterday’s close of just above $15.

Since Demand went public, its shares are now down almost 34 percent.

You can see the situation pretty clearly in this Demand stock chart below (click on the image to make it larger):

Of course, this might all be needless panic on the part of Wall Street investors, but the drop has been all too real.

Not surprisingly, Demand acknowledged the dip, but also countered some third-party reports that were more dire.

It tried to staunch that worry on April 18, with a press release and blog post by its Media and Operations EVP Larry Fitzgibbon, which read in part:

…Google recently made significant search algorithm changes in an update dubbed Panda that has rolled out in various capacities from late February thru mid-April. With respect to Panda’s mid-April update, some of our properties saw Google search referrals move up while other properties, including our largest property eHow.com, saw these referrals go down.

As I said in my prior post, we generally do not comment or speculate on changes by major search engines, as these changes can happen nearly daily. However, recent third-party reports attempting to estimate the impact to our search driven traffic, including one projecting a 2/3rds decline in eHow.com traffic, are so significantly overstated that we decided to comment. As discussed in our press release issued today, we currently expect that in Q2 2011 our owned and operated Content & Media properties will generate year-over-year page view growth comparable to or greater than the year-over-year page view growth reported for Q2 2010. We have also reaffirmed our calendar year 2011 financial guidance in this press release.

That’s why it will be interesting to see what Demand execs will say on its first-quarter earnings call next Thursday, May 5, to explain how it will cope with Panda and–more importantly–what it plans to do to minimize the skadoosh impact on its business and share price.

Demand Media About Latest Google Algo Impact: Move on, Nothing to See Here

Kara Swisher — Mon, 18 Apr 2011 06:29:03 +0000

Tonight, Demand Media–in reaction to a new study showing that its flagship eHow site had now gotten much more negatively impacted by Google’s rejiggering of its search algorithm than previously–released a statement and blog post about the tempest.

In it, the Santa Monica, Calif.-based company reaffirmed its outlook for fiscal year 2011, noting, in part:

“Certain third parties that have published reports attempting to estimate the effect of recent search engine algorithm changes made by Google on traffic to the Company’s owned and operated websites have significantly overstated the negative impact of those changes on traffic to eHow.com, as compared to the Company’s directly measured internal data.”

The company, though, declined to give specific details about the impact of Google’s attempt to clean up its search results by tweaking its algorithms to cut out poorly made material from so-called “content farms.”

While others had apparently been initially impacted by Google’s first foray, such as Yahoo’s Associated Content unit, Demand had not been.

That is, until a recent Sistrix poll (see chart below), showing eHow has now been hurt badly by even more Google search changes, codenamed Panda.

While acknowledging a decline in search traffic on eHow from the Google changes, Demand said the Sistrix data was way off.

In a blog post, Larry Fitzgibbon, Demand’s EVP of Media and Operations, wrote, in part:

“However, recent third-party reports attempting to estimate the impact to our search driven traffic, including one projecting a 2/3rds decline in eHow.com traffic, are so significantly overstated that we decided to comment.”

When Google began making changes to its search formula, Demand CEO Richard Rosenblatt told MediaMemo’s Peter Kafka in an interview that its relationship with Google was all sunshine and roses.

When asked how its relationship with Google was, Rosenblatt said:

“This is why our partnership with Google makes sense. 1) We help them fill the gaps in their index, where they don’t have quality content. 2) We’re the largest supplier of all video to YouTube, over two billion views and 3) we’re a large AdSense partner. So our relationship is synergistic, and it’s a great partnership. And it’s a partnership that we’re excited to continue to expand.”

It will be interesting to see how he feels now.

Here are both Demand’s official press release and blog below:

Demand Media Reaffirms Outlook for Fiscal Year 2011

SANTA MONICA, Calif., Apr 18, 2011 (BUSINESS WIRE)

Demand Media, Inc. (NYSE: DMD), a leading content and social media company, announced today that it is reaffirming its financial outlook for fiscal year 2011 that it previously provided on February 22, 2011.

Certain third parties that have published reports attempting to estimate the effect of recent search engine algorithm changes made by Google on traffic to the Company’s owned and operated websites have significantly overstated the negative impact of those changes on traffic to eHow.com, as compared to the Company’s directly measured internal data. Recent search engine algorithm changes have negatively impacted search driven traffic to some of our websites, including eHow.com, resulting in moderately lower year-to-date page view growth for the Company’s owned and operated Content & Media properties compared to page view growth rates before the algorithm changes. Nevertheless, the Company currently expects that its year-over-year page view growth across its owned and operated Content & Media properties in the second quarter of 2011 will be comparable to, or greater than, the year-over-year page view growth achieved in the second quarter of 2010.

As previously announced, the Company will report its first quarter 2011 financial results on May 5, 2011. The Company will host a conference call to discuss the results at 5:00 p.m. Eastern Time (2:00 p.m. Pacific Time). A live webcast of the conference call will also be available and can be accessed within the investor relations section of Demand Media’s corporate website at ir.demandmedia.com.

Another Statement About Search Engine Algorithm Changes

Posted by larry fitzgibbon at 4/17/2011 10:05 PM PDT

It’s hard to imagine a company more focused on the connection between consumers and content than Demand Media. That point of connection gives us the opportunity to inform, engage and serve the consumer. And it’s where trusted relationships start. So, how our content reaches the consumer–whether it’s through direct visits, social media referrals, apps or search–continues to be top of mind with everyone at the company. Consumers are connecting with more content than ever before as social media and mobile access have emerged to play huge roles that didn’t even exist just a few years ago. And search engines, of course, continue to play an integral part in content discovery and have been hard at work improving their products to create the best consumer experiences possible.

As I discussed on my last blog post, Google recently made significant search algorithm changes in an update dubbed Panda that has rolled out in various capacities from late February thru mid-April. With respect to Panda’s mid-April update, some of our properties saw Google search referrals move up while other properties, including our largest property eHow.com, saw these referrals go down.

As I said in my prior post, we generally do not comment or speculate on changes by major search engines, as these changes can happen nearly daily. However, recent third-party reports attempting to estimate the impact to our search driven traffic, including one projecting a 2/3rds decline in eHow.com traffic, are so significantly overstated that we decided to comment. As discussed in our press release issued today, we currently expect that in Q2 2011 our owned and operated Content & Media properties will generate year-over-year page view growth comparable to or greater than the year-over-year page view growth reported for Q2 2010. We have also reaffirmed our calendar year 2011 financial guidance in this press release.

Demand Media has a myriad of impactful sites and many sources of traffic. We are encouraged that the investments we’ve been making in site experience and content quality are making an impact with our consumers. Organic growth in visits from non-search sources to eHow continue to grow rapidly and Cracked.com is now the most visited humor site on the Internet with the majority of its page views coming from direct visits. Improvements have been registered from eHow’s recent redesign and the introduction of new video series leading to significant growth in Facebook likes. Our brand advertisers have also reported encouraging results with their intent-targeted campaigns. Rest assured, just as we have been innovators in building one of the largest online audiences, we are applying that same rigor and intensity to delivering a quality experience for consumers and advertisers.

As a disruptive digital media and technology company, we have been operating in a fast moving environment since the company’s founding five years ago. While change is frequent, one thing is certain–Demand Media is steadfast in our commitment to produce great outcomes for our consumers, advertisers and community of creative professionals. We’re in the trenches listening, learning, adapting and innovating–and we are very excited about the opportunity in front of us. We look forward to providing details on all of these topics and more in our previously announced conference call at 5:00pm (Eastern) May 5th, 2011 to discuss first quarter 2011 financial results.

Larry Fitzgibbon is Demand Media’s EVP of Media and Operations, and manages the company’s rapidly growing network of consumer properties.

Liveblogging Demand Media's (and Richard Rosenblatt's) First Earnings Call: The Avocado Difference!

Kara Swisher — Tue, 22 Feb 2011 22:08:13 +0000

BoomTown always enjoys the maiden voyage of a newly public company, so liveblogging Demand Media’s first quarterly earnings seems like a must-do.

It’s also the first public outing for CEO Richard Rosenblatt, who has sold off his previous entrepreneurial efforts.

And it seems like a good start, as the Santa Monica, Calif.-based online content company, which had its IPO in late January, finally out to rest some controversy about how much is actually earns by posting $1 million in net income in the last three months of 2010.

Okay, that is a weensy amount, to be sure, but it beat expectations, as well as for revenue, with sales of $73.6 million for the fourth quarter.

Of course, Demand wants Wall Street to look at “Adjusted OIBDA” results, which was up 88 percent, and which it is a much prettier $20.1 million in earnings.

Also on deck, as MediaMemo’s Peter Kakfa noted today:

“Expect to hear at least one riff on whether or not the company feels threatened by Google and changes the search engine is making to push “content farms” out of its results. CEO Richard Rosenblatt insists that his company is not a content farm, and that Google is just fine with his stuff, but I have a feeling the issue won’t go away just yet.”

We’ll see–here we go:

2:05 pm PT: It took me a bit to get into this conference call, since I could not get the live broadcast from the Web site at all and the teleconference operators were snoozing.

And I tuned in just as Rosenblatt (pictured here) was talking about how Demand was helping people get information about how to ripen avocados.

No, really.

(Memo to self: Curb the snotty journalist tone, especially since I love me a good, ripe avocado.)

Rosenblatt, who seems only a little nervous, pressed on by talking about its massive eHow site, as well as Cracked.com and other major branded sites Demand has.

The latest is TypeF women’s health and beauty site, which is guided by supermodel Tyra Banks.

Rosenblatt then linked it all to advertisers and how much they want to spend on sites like this.

“We are not limited to just a few key verticals,” he said, touting its sales staff, including Rosenblatt’s daring raid of Chief Revenue Officer Joanne Bradford from Yahoo.

“The company is well positioned to capture an increasing share of brand revenue,” said Rosenblatt.

2:18 pm: Rosenblatt then zeroed in on the juicy issues, which center around the quality of the content Demand churns out.

Or, as critics have argued, lack of quality.

“The level of specificity is arcane to some,” noted Rosenblatt, using the example of flying paper lanterns and how to make a roof rake as examples of the kind of niche content Demand produces.

Arcane is right, but it takes all kinds!

Plus, insisted Rosenblatt, it’s good! Accurate! Edited! Useful!

He took the gloves off here, which made me want a Demand piece about taking care of leather gloves (linseed oil?).

“We’re just getting started,” said Rosenblatt, about the company and not the glove care tips.

2:24 pm: The CEO turned it over to the CFO, Charles Hilliard, which meant I was off on my critical Web search about taking care of my gloves.

That’s because he immediately said: “Adjusted OIBDA.”

Which-let’s be honest–sounds like a communicable disease.

Essentially, said Hilliard, it’s up, up, up for Demand, in terms of revenue, earnings, page views and more.

You can read all these gory financial details in the press release here.

For some reason, Hilliard is using the retail term, “same store sales,” as a comparison. I covered retails for years, so it is a surprise for this to be the metaphor, but Demand obviously sees itself as a content store.

2:39 pm: Q&A time and the Google-fights-spam question came first!

Rosenblatt said he welcomed it and appeared unconcerned. His avocado-ripening, roof-rake-making, flying-lantern company needed to make no excuses!

The next question is about expansion, including internationally. Sure, Western Europe.

Then, a sneaky follow-up on content farms.

“We consider ourself very white hat,” declared Rosenblatt.

I wonder what the best way to clean a white hat is?

Voila! It’s right here on eHow:

“1. Wash your white hat in the washing machine if it is made of cotton or polyester. Just add laundry detergent and one cup of bleach. Wash the hat using the hot water setting. Do not put the hat in the dryer. The hat will shrink and then it won’t fit your head.”

Call the Pulitzer Prize committee!

(Wait, snotty again! I also love clean, white hats.)

I was so riveted by the white-hat thing, I completely missed the next question, but tuned in again to one about revenue momentum.

Essentially, Bradford–who looks great in a white hat, I might add–is on the case.

Then some internal technical questions and about guidance for Q1. CFO Hilliard said that the company was guiding for growth, despite more public company expenses.

(Needless to say, you can find out about how to run a public company here on eHow.)

The last question was about how much branded advertising will make up total revenue. Between five and 10 percent of 2010, said Hilliard, but it is the fastest category of growth.

And also one about curation of content and use of social networking sites like Facebook and Twitter for feedback.

Rosenblatt said that feedback can even become content, which will be part of new eHow redesign to come.

Want some tips on that? Of course, Demand Media has the answer, at least to this easy question.

Here Comes Another Web IPO: LinkedIn S-1 Filing Imminent

Kara Swisher — Thu, 27 Jan 2011 10:16:23 +0000

LinkedIn, the online business networking site, is likely to file regulatory documents for an initial public offering as early as today, according to sources close to the situation.

Sources said LinkedIn is ready to submit an S-1 filing to the Securities and Exchange Commission, its first step in the IPO process, and that could happen after the markets close this afternoon.

The offering is likely to be led by Morgan Stanley, although Goldman Sachs is an investor in LinkedIn and could also be part of the underwriting team.

The Mountain View, Calif., company currently has what it describes as “the world’s largest professional network on the Internet with more than 90 million members in over 200 countries and territories.” It has 1,000 full-time employees.

LinkedIn’s entry into the public market is one that many expect will be followed by other Internet firms in the coming year, including Zynga, Chegg, Groupon, and, most anticipated of all, Facebook.

Demand Media, a Santa Monica, Calif., online publisher, went public yesterday, with an offering that valued the content company at $1.5 billion.

How much is LinkedIn worth? According to a NetworkEffect post, “recent purchases of its stock have valued the company at more than $2 billion. Pushing the company toward the public markets would help set a price range up higher.”

LinkedIn was founded in the living room of co-founder and Chairman Reid Hoffman–who is also a well-known Silicon Valley entrepreneur and investor–in 2002 and launched in 2003. Its current CEO is former Yahoo exec Jeff Weiner.

Its investors include Sequoia Capital, Greylock Partners and several others, with a total venture funding of $103 million.

A LinkedIn spokeswoman declined to comment (but, in a very lovely manner).

You Can Ring Its Bell: Demand Media Heads to Wall Street Next Week

Kara Swisher — Thu, 20 Jan 2011 14:04:45 +0000

According to numerous sources with knowledge of the situation, Demand Media will finally launch its public offering later next week, after it completes its road show for investors.

Once it has its IPO, which is being led by Goldman Sachs and Morgan Stanley, Demand will trade as DMD on the New York Stock Exchange.

Just over a week ago, the online publisher cleared regulatory scrutiny and made an amended filing with the Securities and Exchange Commission, which priced its shares from $14 to $16 each.

If the offering is successful with investors, Demand could sell up to 8.625 million shares and, if it prices at the top of the range, it could be worth about $1.3 billion and raise $138 million.

That includes 4.5 million shares from the company, three million shares from existing shareholders and another 1.125 shares that its underwriters have an option to sell.

Demand will net $58.1 million, if the IPO price is $15.00 per share, which it said it will use for “investments in content, international expansion, working capital, product development, sales and marketing activities, general and administrative matters and capital expenditures.”

So, until co-founder and CEO Richard Rosenblatt rings the bell in New York next week and can talk all about the company again–it is in a quiet period–here’s an interview video BoomTown did with him almost three years ago at Demand’s Santa Monica, Calif., then-HQ:

[ See post to watch video ]

Demand Media Clears SEC and Prices IPO

Kara Swisher — Wed, 12 Jan 2011 15:06:02 +0000

Demand Media is set to go public, according to an amended filing with the Securities and Exchange Commission, with shares priced from $14 to $16 each.

The online publisher could sell up to 8.625 million shares and, if it prices at the top of the range, it could be worth about $1.3 billion and raise $138 million.

That includes 4.5 million shares from the company, three million shares from existing shareholders and another 1.125 shares that its underwriters have an option to sell.

The company added that “we currently anticipate that our aggregate investments in content during the year ending December 31, 2011 will range from $50 million to $75 million.”

Demand’s ticker symbol will be DMD on the New York Stock Exchange.

In its amended prospectus, Demand said:

This is an initial public offering of shares of common stock of Demand Media, Inc.

Demand Media is offering 4,500,000 of the shares to be sold in the offering. The selling stockholders identified in this prospectus are offering an additional 3,000,000 shares. Demand Media will not receive any of the proceeds from the sale of the shares being sold by the selling stockholders.

Prior to this offering, there has been no public market for the common stock. It is currently estimated that the initial public offering price per share will be between $14.00 and $16.00.

The common stock of Demand Media has been approved for listing on the New York Stock Exchange under the symbol “DMD.”

Demand’s road to an IPO has been relatively quick.

One bump came last month, as BoomTown reported after the Santa Monica, Calif. company had to satisfy government regulatory questions over the way it recognizes costs of creating content.

Currently, using a concept of “long-lived” content, Demand has been amortizing those expenses over five years, since it says it continues to generate revenue on that material over that much time. Most publisher recognize costs immediately.

That’s different from many companies in the publishing business, which typically account for costs of creating content immediately as they are incurred or over a much shorter time period.

Demand has determined that its content has a more evergreen nature, compared to more topical–and perishable, from a revenue point of view–material produced by others.

Obviously, since this accounting treatment results in more attractive financial results, the longer expense period is of great interest to many other online content creators–such as AOL and Yahoo–which are watching the Demand IPO closely.

While the SEC did not ask Demand to make changes to its accounting practices, the amended S-1 is more detailed about them.

To be allowed to expense over five years, Demand said, the company has to use a sophisticated algorithmic platform–which other content creators do not have–to provide proof of “probable economic benefits” from that content over that time.

Since Demand has long claimed that it has a new and innovative approach to content creation, it is making the case to investors that it needs to have the correct accounting for that approach.

Said Demand in its amended filing:

“In determining whether content embodies probable future economic benefit required for asset capitalization, management has reviewed, and intends to regularly review the operating performance of content published.”

But, it warned:

“Changes from the five year useful life we currently use to amortize our capitalized content would have a significant impact on our financial statements. For example, if underlying assumptions were to change such that our estimate of the weighted average useful life of our media content was higher by one year from January 1, 2010, our net loss would decrease by approximately $1.6 million for the nine months ended September 30, 2010, and would increase by approximately $2.4 million should the weighted average useful life be reduced by one year.”

The practice has passed government scrutiny and now investors will decide what they think of this and the entire business of Demand.

Demand execs will now go on a road show for the offering, which is being led by Goldman Sachs and Morgan Stanley.