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The Santa Monica startup has hired Goldman Sachs to look into an initial public offering, reports the FT. Demand sifts through massive amounts of data from search engines to determine the most popular topics, and then pays freelancers for articles or videos. The company, which just cut a deal with Gannett to provide travel articles and videos, was founded by Richard Rosenblatt, former chairman of MySpace.
Mr Rosenblatt has attracted the attention of investors such as Gordon Crawford, a Capital Research portfolio manager who was an early backer of Yahoo. The two men were seen together at last year's Sun Valley media conference sponsored by Allen & Co. Yahoo's top advertising executive, Joanne Bradford, joined Demand in March.
Mark Lacter created the LA Biz Observed blog in 2006. He posted
until the day before his death on Nov. 13, 2013.