Santa Monica, Calif. – Online publisher Demand media has
filed with the Securities and Exchange Commission (SEC) for an initial public
offering that hopes to raise up to $125 million.

Founded in 2006, Santa Monica,
Calif.-based Demand Media tries to determine what content is most popular, and
then assigns freelance writers to churn out numerous posts on the topics.

company, which attracts 56.4 million unique visitors, according to comScore,
also operates sites like Lance Armstrong’s

The company has
raised $355 million in venture capital financing to date, from investors
including Oak Investment Partners, Spectrum Equity Investors, W Capital
Partners and company CEO Richard Rosenblatt — the former chairman of MySpace.

Media posted a loss of $22.3 million for the first half of 2010, on revenue of
$114 million.


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(SEC filing)