Word: demanding
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...finely tuned assembly line is the brainchild of Demand's co-founder Richard Rosenblatt. Best known as the CEO of Intermix Media, owner of MySpace, when the company was sold for $580 million to News Corp. in 2005, Rosenblatt says he learned from his experience with social networks that there were plenty of people producing reams of data online. "But only 1% of that was relevant to more than just people's friends," he says. "What if we could find a way to find those content creators, tell them what to write and create a broader audience...
...business model that starts with mountains of user-behavior data, culled from search engines, YouTube and Demand's websites. To make money, the company also needed to factor in advertising data and figure out which keywords are the most lucrative to create content around. All this gets fed into an algorithm that spits out only the most-in-demand story ideas, no human guesswork required. Sometimes the results make sense ("Nightlife in Paris," for example), but the computer often generates cryptic or oddly specific titles as well, like "How to Start a Lace-Wig Business in Maryland...
...though, Demand still needs humans - namely, writers, editors and video producers - to crank out content. That's where its horde of more than 7,000 freelancers comes in. One person earns a few cents for taking the algorithm's output and turning it into a headline. Another person writes the article, typically earning $3 to $15, depending on the specified length, and passes it on to a copy editor, who banks $3.50 for fact-checking and fiddling with grammar. All told, it may take less than a day, at a cost of less than $10, for a short article...
...result is a company that's able to produce profitable content on a scale that traditional news organizations can only envy. Demand estimates that it took in $200 million in revenue in 2009, enough to turn a profit. It helps that none but the company's most prolific content creators get health insurance or, for that matter, a minimum hourly wage. Critics have dubbed the company a digital sweatshop. Jay Rosen, a journalism professor at New York University, has called Demand "demonic," and many writers prickle at the thought of being paid a few cents - rather than a few dollars...
...unfair criticism. The best way to make decent money through Demand, as I discovered, is to research and write at breakneck pace, and the result is content that only just squeaks through the system. Working as fast as possible, I could make close to $60 an hour at Demand, a nice improvement on what I'm paid for my day job, but I'd be producing articles that were thinly sourced and poorly written. (See 10 ways Twitter will change American business...