Leaf Group
| Company type | Subsidiary |
|---|---|
| Industry | Internet |
| Founded | May 1, 2006 Santa Monica, California, U.S. |
| Headquarters | 1655 26th Street , Santa Monica, California |
Key people | Sean Moriarty, Chief Executive Officer |
| Revenue | US$325 million (2011) |
| Owner | Graham Holdings |
Number of employees | 400 (2015) |
| Website | leafgroup |
Leaf Group, formerly Demand Media Inc., was an American content company that operates online brands, including eHow, livestrong.com, and marketplace brands Saatchi Art and Society6. The company provides social media platforms for large company websites and distributes content with social media tools to web outlets. It is commonly known for being a content farm. Demand Media was created in 2006 by a former private equity investor, Shawn Colo, and the former chairman of MySpace, Richard Rosenblatt.
The company employs an algorithm that identifies topics with high advertising potential based on search engine query data and bids on advertising auctions. These topics are typically in the advice and how-to fields. It then commissions freelancers to produce corresponding text or video content. The content is posted on a variety of sites, including YouTube and the company's own sites, such as eHow and livestrong.com.
The company was acquired by Graham Holdings in June 2021 for $323 million. In 2023, the Leaf Group was restructured to become World of Good Brands, separating Leaf’s lifestyle publishing websites – Well+Good, Livestrong, Hunker and OnlyInYourState — from its marketplace businesses, Saatchi Art and Society6. Hunker was sold to Static Media in 2024. A year later Well+Good and Livestrong was sold to Ziff Davis and Only In Your State was sold to Launch Potato. After the sales, the World of Good Brands ceased and all staff in the division were laid off.