The news was first reported by AllThingsD, which noted that the filing lacks specifics on how much Demand Media intends to raise in the process or the estimated share price upon public offering.
A look at the filing also shows that the private company is not yet profitable, instead generating most of its revenue through ad sales and domain name registrations. The company projects that online advertising will grow to $31 billion in 2012, and hopes to use its four-tier solution -- content, social media, monetization and distribution -- to capitalize on the space.
On the financial side of things, here's what the filing discloses: "For the year ended December 31, 2009 and the six months ended June 30, 2010, we reported revenue of $198 million and $114 million, respectively. For these same periods, we reported net losses of $22 million and $6 million, respectively, operating loss of $18 million and $4 million, respectively, and adjusted operating income before depreciation and amortization, or Adjusted OIBDA, of $37 million and $26 million, respectively."