capabilities that serve specific niche interests. In the company's first six months it made nine acquisitions, including the purchase of major registrars eNom and BulkRegister. On November 6, 2008, Shawn Colo, head of Demand Media mergers and acquisitions, said the company would continue to buy niche, well-trafficked sites because the company was profitable and still had "a lot of cash in the bank". In 2008, Demand Media acquired Pluck, a company providing social networking and commenting solutions to other websites, for a reported $75 million in cash. IndieClick and RSS Graffiti were acquired in August 2011. Name.com, a domain name registrar, was acquired on January 7, 2013. Society6 was acquired on June 25, 2013. Saatchi Online was acquired on August 11, 2014. In August 2014, Demand Media announced it had successfully separated from Rightside Group, Ltd. and its brands eNom, Name.com and online auction site NameJet. As a result of the separation, Demand Media is no longer a provider of domain name services. In April 2016, Demand Media announced the sale of its brand Cracked.com to E.W. Scripps. In May 2016, Demand Media announced the sale of its brand trails.com to LoveToKnow Corp (owned by Howard Love) In February 2017, Demand Media's Airliners.net site was acquired by VerticalScope, majority-owned by Torstar. In 2018, Leaf acquired the website Well+Good. In 2018/19, Leaf acquired the website OnlyInYourState. In 2021, Leaf Group was purchased in an all-cash offer by Graham Holdings. Business model Demand Media executives say their websites are content-driven to attract visitors by showing up in multiword search-engine queries. The more words that are typed into a search engine, the more specific the search will be. This is called "the long tail" search. Demand Media attempts to get visitors to its websites with these long-tail searches. It then tries to retain visitors with related content and social media tools. Its social media platforms get 3 billion interactions per month for clients with already well-established brands. Demand Media commissions specific website content that it then distributes to its own websites and others where it has advertising revenue sharing agreements. , Demand Media owned 135,000 videos and 340,000 articles. It was claimed to be one of the largest contributors to YouTube, uploading between 10,000 and 20,000 new videos per month, and gets about 1.5 million page views per day on YouTube. Content is generated via a process in which Demand Media uses algorithms