Panda Not Too Big a Blow to Demand Media, 300K eHow Articles Removed
Demand Media is moving right along past all of that Google Panda update stuff. The company acknowledged that it did have an impact on its revenue for the quarter as it released its Q2 earnings report, but drove home the point that eHow (the DM property most impacted by this) is only one channel of Demand Media’s increasingly diverse business, which also includes a registrar service, other content sites, and social media tools.
Revenue was up 32% for the quarter, with content and media revenue up 38%.
The company also announced a three-year extension of its advertising partnership with Google, as well as new inclusion in the Google Display Network. “Google has been an important partner since our founding,” CEO Richard Rosenblatt said during the call.
Rosenblatt said that they founded Demand Media over 5 years ago and that no other company is producing content based on consumers needs in such an effective and scalable way. He went on to say that ehow had over 70 million uniques in June (comscore), and that eHow food jumped into comScore’s top properties for food for the first time, largely thanks to the Rachael Ray deal.
“We feel confident that our auditing and removal of content and improvement of overall quality will continue to attract traffic from all different sources,” he said.
When the company released its Q1 report in May, it announced a clean-up initiative to improve the overall quality of eHow. Rosenblatt says they’ve removed over 300,000 articles and are continuing to edit the rest.
The company also announced today that it has acquired IndieClick and RSS Graffiti. The former, the company says, “helps advertisers reach the valuable 18-34 year old demographic through innovative ad formats – including rich media, video, mobile and social media – that are integrated onto carefully selected destinations.”
In July alone, over 600,000 brands, online publishers and individuals shared over 60 million pieces of content with their friends and fans using the RSS Graffiti app, according to Demand.