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Filing Details

Accession Number:: 0001104659-11-004609
Form Type:: 4
Zero Holdings:: No
Publication Time:: 2011-02-02 21:02:58
Reporting Period:: 2011-01-31

Filing Date:: 2011-02-02
Accepted Time:: 2011-02-02 21:02:58
SEC Url:: Form 4 Filing

Issuer

Cik	Name	Symbol	Sector (SIC)	IRS No
1365038	Demand Media Inc.	DMD	Services-Computer Processing & Data Preparation (7374)	204731239

Insiders

Cik	Name	Reported Address	Director	Officer	Large Shareholder	Other
1166804	Jr E Victor Parker	C/O Spectrum Equity Investors 333 Middlefield Road, Suite 200 Menlo Park CA 94025	Yes	No	Yes	No
1320123	P L V Investors Equity Spectrum	C/O Spectrum Equity Investors 333 Middlefield Road, Suite 200 Menlo Park CA 94025	No	No	Yes	No
1472388	Sea V Management Llc	C/O Spectrum Equity Investors 333 Middlefield Road, Suite 200 Menlo Park CA 94025	No	No	Yes	No
1472389	Spectrum Equity Associates V Lp	C/O Spectrum Equity Investors 333 Middlefield Road, Suite 200 Menlo Park CA 94025	No	No	Yes	No
1472390	Spectrum V Investment Managers Fund Lp	C/O Spectrum Equity Investors 333 Middlefield Road, Suite 200 Menlo Park CA 94025	No	No	Yes	No

Reported Non-Derivative Transactions

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Sec. Name	Acquisiton - Disposition	Date	Amount	Price	Remaning Holdings	Equity Swap Involved	Form Type	Code	Nature of Ownership	Explanation
Common Stock, $0.0001 Par Value	Acquisiton	2011-01-31	12,470,667	$0.00	12,470,667	No	4	C	Indirect	See Footnote
Common Stock, $0.0001 Par Value	Acquisiton	2011-01-31	62,666	$0.00	62,666	No	4	C	Indirect	See Footnote
Common Stock, $0.0001 Par Value	Acquisiton	2011-01-31	2,153,295	$0.00	14,623,962	No	4	C	Indirect	See Footnote
Common Stock, $0.0001 Par Value	Acquisiton	2011-01-31	10,820	$0.00	73,486	No	4	C	Indirect	See Footnote
Common Stock, $0.0001 Par Value	Acquisiton	2011-01-31	690,972	$0.00	15,314,934	No	4	C	Indirect	See Footnote
Common Stock, $0.0001 Par Value	Acquisiton	2011-01-31	3,472	$0.00	76,958	No	4	C	Indirect	See Footnote
Common Stock, $0.0001 Par Value	Disposition	2011-01-31	1,116,909	$17.00	14,198,025	No	4	S	Indirect	See Footnote
Common Stock, $0.0001 Par Value	Disposition	2011-01-31	5,613	$17.00	71,345	No	4	S	Indirect	See Footnote
Common Stock, $0.0001 Par Value	Disposition	2011-01-31	414,583	$17.00	13,783,442	No	4	S	Indirect	See Footnote
Common Stock, $0.0001 Par Value	Disposition	2011-01-31	2,083	$17.00	69,262	No	4	S	Indirect	See Footnote

Equity Swap Involved	Form Type	Code	Nature of Ownership	Explanation
No	4	C	Indirect	See Footnote
No	4	C	Indirect	See Footnote
No	4	C	Indirect	See Footnote
No	4	C	Indirect	See Footnote
No	4	C	Indirect	See Footnote
No	4	C	Indirect	See Footnote
No	4	S	Indirect	See Footnote
No	4	S	Indirect	See Footnote
No	4	S	Indirect	See Footnote
No	4	S	Indirect	See Footnote

Reported Derivative Transactions

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Sec. Name	Sec. Type	Acquisiton - Disposition	Date	Amount	Price	Amount - 2	Price - 2
Common Stock	Series A Preferred Stock	Disposition	2011-01-31	24,941,334	$0.00	12,470,667	$0.00
Common Stock	Series A Preferred Stock	Disposition	2011-01-31	125,332	$0.00	62,666	$0.00
Common Stock	Series C Preferred Stock	Disposition	2011-01-31	4,306,590	$0.00	2,153,295	$0.00
Common Stock	Series C Preferred Stock	Disposition	2011-01-31	21,640	$0.00	10,820	$0.00
Common Stock	Series D Preferred Stock	Disposition	2011-01-31	1,381,944	$0.00	690,972	$0.00
Common Stock	Series D Preferred Stock	Disposition	2011-01-31	6,944	$0.00	3,472	$0.00

Equity Swap Involved	Transaction Form Type	Transaction Code	Nature of Ownership
No	4	C	Indirect
No	4	C	Indirect
No	4	C	Indirect
No	4	C	Indirect
No	4	C	Indirect
No	4	C	Indirect

Footnotes

Each share of Series A Preferred Stock automatically converted into Common Stock on a 2-for-1 basis upon the closing of the Issuer's initial public offering.
Each share of Series C Preferred Stock automatically converted into Common Stock on a 2-for-1 basis upon the closing of the Issuer's initial public offering.
Each share of Series D Preferred Stock automatically converted into Common Stock on a 2-for-1 basis upon the closing of the Issuer's initial public offering.
The shares are directly held by Spectrum Equity Investors V, L.P. ("SEI V"), the general partner of which is Spectrum Equity Associates V, L.P., the general partner of which is SEA V Management, LLC, over which Brion B. Applegate, William P. Collatos, Kevin J. Maroni, Randy J. Henderson, Michael J. Kennealy, Victor E. Parker and Christopher T. Mitchell exercise voting and dispositive power. Each of the controlling entities, individual general partners and managing directors of SEI V, as the case may be, including Mr. Parker who is a managing director of the general partner of the general partner of SEI V, and serves on the Issuer's board of directors, Brion B. Applegate, William P. Collatos, Kevin J. Maroni, Randy J. Henderson, Michael J. Kennealy, Victor E. Parker and Christopher T. Mitchell disclaims beneficial ownership of these shares except to the extent of their pecuniary interest therein, if any.
The shares are directly held by Spectrum V Investment Managers' Fund, L.P. ("IMF V), the general partner of which is SEA V Management, LLC, over which Brion B. Applegate, William P. Collatos, Kevin J. Maroni, Randy J. Henderson, Michael J. Kennealy, Victor E. Parker and Christopher T. Mitchell exercise voting and dispositive power. Each of the controlling entities, individual general partners and managing directors of IMF V, as the case may be, including Mr. Parker who is a managing director of the general partner of IMF V, Brion B. Applegate, William P. Collatos, Kevin J. Maroni, Randy J. Henderson, Michael J. Kennealy, Victor E. Parker and Christopher T. Mitchell disclaims beneficial ownership of these shares except to the extent of their pecuniary interest therein, if any.
The shares do not have an expiration date.