Enom 2012 Annual Report Download - page 9

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Content Creation
Our Content & Media service offering is focused on creating highly relevant and specific online text articles, videos and
other content formats at scale. We strive to create relevant and valuable long-lived content with positive growth characteristics
that is projected to yield an attractive financial return over its expected useful life. Our content creation process employs a
series of proprietary technologies, algorithms and processes. First, we analyze user behavior data to identify commercially
valuable topics that are in-demand. Once commercially valuable titles have been identified, our community of quality freelance
professionals undergo a multi-step process, whereby they quality check, edit and approve specific articles and video titles. Our
creators can then claim titles for text articles, videos and other content formats by selecting from the database of titles that we
have made available to them online. Creators whom have been segmented based on experience are only permitted to view and
select titles within the subject matter categories with respect to which they have demonstrated subject matter expertise. After
the creative professional submits work product to us, it undergoes a series of human editorial reviews, including copy editing,
fact checking and reference checking, as well as an automated plagiarism check.
Community of Freelance Creative Professionals
We engage our community of freelance creative professionals, including writers, filmmakers, producers and copy editors,
to create original, commercially valuable online text and video content at scale. In order to ensure that we engage highly
qualified content creators with relevant experience, the individuals undergo a rigorous qualification process, which may include
the submission of writing samples or examples of previously published work, demonstration of relevant subject matter
expertise and minimum experience thresholds before they are allowed to participate in generating content for our network of
owned and operated websites and customer websites. On some of our video projects, we may engage the services of
recognized screen personalities, subject matter experts, make-up artists, set designers and others.
Through our automated and proprietary platform and processes, we enable our freelance creative professionals to reach
an audience of millions and earn income from available work assignments. We believe that we offer our freelance creative
professionals the ability to pursue titles and topics in the categories that most align with their area of expertise and provide
competitive payments for their services.
Content Distribution
Owned and Operated We deploy our content and system of monetization tools on our owned and operated websites,
which, according to comScore, collectively attracted over 125 million worldwide unique visitors and generated over 990
million page views globally during the month ended January 31, 2013. In addition to the content and monetization features
provided through our platform, some of our owned and operated websites also feature unique social and mobile applications.
Users visit our sites through search engine referrals, direct navigation, social media referrals, web-based mobile applications
and online marketing activities. Our websites are designed to be easily discoverable by users due to the combination of relevant
content, search engine optimization and the ability of users to recommend and share our content via social media websites such
as Facebook.
Among our portfolio of owned and operated websites, eHow.com is our most successful website to-date based on the
number of monthly unique visitors. eHow.com is the 12th largest website in the United States with approximately 62 million
unique visitors in the U.S. during the month ended January 31, 2013 as measured by comScore. eHow.com's library includes
approximately 3 million text articles and over 150,000 instructional videos that are presented in an easy-to-understand manner.
We have begun to significantly increase our production of Spanish-language content and have published most of that content to
a Spanish-language version of eHow known as eHowenEspanol.com. We plan to expand the production of non-English content
and to publish that content to additional owned and operated websites.
Another of our owned and operated websites, LIVESTRONG.COM, had over 18 million unique users in the U.S. in
January 2013 according to comScore. LIVESTRONG.COM has an extensive library of health, fitness, lifestyle and nutrition
text articles and videos. This content, combined with interactive tools, user-contributed nutritional information, social media
community features, helps users create customized goals and monitor their health, fitness and life achievements.
In addition to eHow.com and LIVESTRONG.COM, our owned and operated websites include Cracked.com, a leading
humor website offering original and engaging comedy-driven text articles and videos created by our in-house editorial staff and
website enthusiasts, as well as other websites across a number of verticals, such as casual games, sports, automotive and
general entertainment. The Cracked network ranked as the number one humor property in the U.S. in January 2013 and had
over 9.6 million unique users in that month according to comScore.
Customer Network Our customer network includes leading publishers, brands and retailers, providing the potential to
expand our distribution and enhance our monetization opportunities. For example, we distribute content to our customer
network through our content channel service. This approach allows us to provide content as a hosted solution to our customers