Los Angeles Business Journal

Demand and Electus Digital Form Platform Partnership

By Justin Yang Tuesday, March 11, 2014

Demand Media Inc. on Tuesday said it had formed a partnership with West Hollywood studio Electus Digital.

The deal brings a number of Demand and Electus Digital's online sites together under one umbrella. Demand’s Cracked, which produces humorous editorial content, and Electus Digital's CollegeHumor will become the “Cracked/CollegeHumor Network” as a result. Electus’ Dorkly, which produces content for video game fans, will also join the network.

Kristen Moore, a spokeswoman for Santa Monica’s Demand, said the combined sites brought in about 8 million visitors last month.

Drew Buckley, chief operating officer of Electus, said the companies had been working on establishing the partnership since November. Financial details of the deal were not disclosed.

The partnership is a move for both companies to attract advertisers looking for a one-stop-shop to target young adults.

“It's the ability to come out in combination with Cracked’s demographics,” Buckley said. “It helps us double down with the 18-to-34 audience to now package that audience to advertisers.”

Electus, formed in 2009, was launched in partnership with Barry Diller’s IAC/Interactive Corp. Shares of Demand, traded on the New York Stock Exchange, closed down 2 cents, or less than a percent, to $4.69 on Tuesday.