Demand Media CEO Brushes Off Google's Algorithm Switch


However, Demand is starting to borrow more tactics from the journalism world, namely, launching a branded, advertiser-friendly company. Demand is set to roll out, a women-aimed site launched in conjunction with talk show host and former model Tyra Banks.

Plus, the company announced on Tuesday a new partnership with Food Network star Rachael Ray. As part of the new deal, Ray will produce content for Demand’s—specifically its food vertical.

Ray will also look to discover and nurture new cooking talent for the site that will star in a series of original series for

The company’s evolving media strategy, according to Rosenblatt, is to attract users to eHow and other properties by answering highly specific search queries, and then drive them to other branded channels, hoping they become loyalists. “We are constantly trying to figure out ways of bringing people in [and] give them a much broader experience on our network,” he said.

According to Rosenblatt, that effort’s been working; direct visits to have increased twice as fast as search, and more than 100,000 eHow articles have been shared on Facebook.

Besides Demand’s content plans, Rosenblatt also addressed the company’s often-criticized pre-IPO accounting practices, which amortized content costs over several years rather than the year that content was produced. Demand’s claim is that its content has a longer shelf life than most.

“Our accounting is not elective,” Rosenblatt said. “There is the right way to do it. We demonstrated through data that it would be wrong to expense content when we make it. That’s just the right way to treat an asset.”