Everyday Health wants to be your virtual apple a day. The online health information provider operates some 25 websites that give free and subscription-based advice regarding fitness, nutrition, and treatment options to some 38 million monthly visitors. Its websites -- such as EverydayHealth.com, Carepages.com, and JillianMichaels.com -- allow consumers to search health topics (including symptoms) and join online communities. Everyday Health also reaches an additional one million viewers per episode through its weekly TV series on ABC stations. It generates revenues primarily from advertising fees, sponsorships, and subscriptions. Everyday Health was founded by Ben Wolin and Mike Keriakos in 2002.
The company in 2010 cancelled plans for an IPO due to unfavorable market conditions. It had originally intended to raise some $100 million from its initial public offering. Instead, Everyday Health raised some $20 million in funding from Technology Crossover Ventures along with existing investors, including Rho Capital Partners and Scale Venture Partners.
Sales and Marketing
Primary advertisers include pharmaceutical and medical device manufacturers, over-the-counter medical product providers, and health care providers such as doctors and dentists. Advertising is sold though the company's direct sales force located in major cities across the country.
Everyday Health's strategy for growth include developing new products, acquiring more advertisers, and building consumer awareness of its brand. The company also plans to continue acquiring similar businesses or technologies and to expand into international markets. Currently, all of the company's revenues are generated in the US.
In 2012 the company acquired EQAL, a media company that creates and manages digital media properties for consumer brands and celebrities, including Jennifer Lopez, Bethenny Frankel, and Lauren Conrad. Everyday Health is using the deal to diversify its content, further expanding its core lifestyle offerings. It is particularly attracted to EQAL's expertise in branded digital content, scripted video, social marketing, and celebrity influence. EQAL will be integrated into Everyday Health's Lifestyle Division.
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