Eschewing Celebrities, Demand Media Refocuses

Re-embracing search-driven service content; Q2 shows promise


Demand Media is returning to its roots. The content and social media company last week rolled out a new b-to-b ad campaign centered around the tagline, “Content for real life.”

As part of that effort, Demand seems to be re-embracing search-driven service journalism a year or so after it began tapping celebrities to bring more personality—and ad-friendly faces—to its sites, which include eHow and Livestrong. For example, the company recently cut ties with Rachael Ray, who signed on last June to develop content for eHow’s food channel.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in