Intermix Media

Intermix Media was an American internet marketing and online entertainment company that became closely associated with the early social-networking boom through its ownership of MySpace. The business began in February 1999 as Entertainment Universe, Inc., founded by Brad Greenspan. It later operated under the name eUniverse before adopting the Intermix Media name in 2004. The company's original activities centered on internet marketing and the development, promotion, and operation of consumer-facing online entertainment properties. The company expanded during a period when internet businesses were increasingly combining advertising, community functions, games, media discovery, and user-generated content. Its portfolio and operating strategy included online entertainment services and social-networking properties. MySpace became the company's most important asset and the principal reason Intermix attracted the attention of major media companies. The service formed part of a broader shift from static web publishing toward interactive platforms where users created profiles, exchanged messages, shared media, and built online communities. Management changed as the company developed. Jeffrey Edell joined the organization in 2003 as chairman after an extended period of discussions with the executive team. Richard Rosenblatt became chief executive officer in February 2004. During Rosenblatt's tenure, Intermix continued to broaden its internet portfolio and launched Grab.com in March 2005. Grab.com combined social networking and self-publishing functions with online games, game purchases, movie reviews, and other entertainment content, reflecting Intermix's effort to build a wider online-media ecosystem rather than depend on a single service. Intermix also faced substantial legal and reputational difficulties. In April 2005, New York Attorney General Eliot Spitzer sued the company, alleging that it was responsible for the covert installation of spyware that delivered unwanted pop-up advertisements and other intrusions to millions of computer users. Intermix agreed to pay $7.9 million to settle the case without admitting culpability. The dispute increased scrutiny of the company's marketing practices at a time when regulators and consumers were becoming more concerned about spyware, deceptive software distribution, and intrusive online advertising. In July 2005, News Corporation agreed to acquire Intermix for approximately $580 million in cash. The transaction gave News Corporation control of MySpace and supported its wider strategy of expanding its internet presence. Rosenblatt negotiated the sale and subsequently served as a consultant to Fox for six months. He later co-founded Demand Media with Shawn Colo in 2006. Following the acquisition, Intermix became part of News Corporation's digital-media operations through Fox Interactive Media. As a standalone corporate brand, Intermix Media no longer operated independently, but its history remains significant because it linked online advertising and entertainment businesses with one of the most prominent social-networking platforms of the early web.

Intermix Media originated in February 1999 as Entertainment Universe, Inc., an internet business founded by Brad Greenspan. The company subsequently used the eUniverse name as it developed a portfolio of online marketing and entertainment activities. Its business model reflected the late-1990s and early-2000s expansion of consumer internet services, when companies sought to combine advertising, online communities, entertainment content, and interactive features. In June 2003, Jeffrey Edell joined the company as chairman following discussions with its executive management. Richard Rosenblatt became chief executive officer in February 2004. Later that year, eUniverse changed its corporate name to Intermix Media, Inc. The renamed company continued to operate and develop internet properties, with MySpace becoming its most consequential asset. MySpace's growth made Intermix strategically important within the rapidly developing social-networking market and attracted the interest of traditional media groups seeking digital expansion. Intermix broadened its online-entertainment portfolio in March 2005 by launching Grab.com. The service combined self-publishing and social-networking capabilities with online games, the ability to purchase games, movie reviews, and other entertainment content. Its design illustrated the company's effort to operate a collection of interactive destinations rather than rely solely on one social platform. The company encountered serious regulatory pressure in April 2005 when New York Attorney General Eliot Spitzer filed a lawsuit alleging that Intermix had been the source of secretly installed spyware. The allegations involved unwanted pop-up advertising and other intrusions affecting millions of computer users. Intermix settled the case for $7.9 million and did not admit culpability. The dispute became a defining episode in the company's public history, highlighting the legal and reputational risks associated with aggressive internet marketing and software-distribution practices. Despite the controversy, Intermix remained an attractive acquisition target because of MySpace and its broader internet portfolio. On July 20, 2005, Richard Rosenblatt negotiated the sale of Intermix and MySpace to Rupert Murdoch's News Corporation for approximately $580 million in cash. The acquisition formed part of News Corporation's strategy to expand its internet presence. After the transaction, Intermix became a subsidiary within Fox Interactive Media, the News Corporation digital-media division. Rosenblatt served as a Fox consultant for six months and later co-founded Demand Media with Shawn Colo in May 2006. The acquisition ended Intermix Media's independent corporate role, while MySpace became the principal legacy associated with the company.

• 2005

  Grab.com launches

  [1]Intermix Mediaen.wikipedia.org

  Intermix launched Grab.com, an interactive entertainment and social-networking site.

• 2005

  News Corporation acquires Intermix Media

  [1]Intermix Mediaen.wikipedia.org

  News Corporation purchased Intermix for approximately $580 million in cash, bringing MySpace into its digital-media operations.

• 2004

  eUniverse adopts the Intermix Media name

  [1]Intermix Mediaen.wikipedia.org

  The company changed its name from eUniverse to Intermix Media, Inc.

• 2004

  Richard Rosenblatt becomes chief executive

  [1]Intermix Mediaen.wikipedia.org

  Richard Rosenblatt became CEO in February.

• 2003

  Jeffrey Edell joins as chairman

  [1]Intermix Mediaen.wikipedia.org

  Jeffrey Edell joined the company as chairman after discussions with the executive management team.

• 1999

  Entertainment Universe is founded

  [1]Intermix Mediaen.wikipedia.org

  Brad Greenspan founded Entertainment Universe, Inc. in February as an internet marketing and entertainment business.

Intermix Media positioned itself as an internet marketing and online entertainment company operating consumer web properties, with MySpace serving as its most strategically important social-networking asset.

• Social networking platform

  MySpace

  MySpace was Intermix Media's most important online property and the asset that drove its acquisition by News Corporation. The platform enabled users to create profiles, connect with other users, and participate in an expanding online community. Its popularity placed Intermix at the center of the early social-networking market and made the company strategically valuable to a traditional media group seeking internet growth.

• Online entertainment and social networking · 2005

  Grab.com

  Launched in March 2005, Grab.com combined self-publishing and social-networking functions with online games, game purchases, movie reviews, and other entertainment material. The service represented Intermix Media's attempt to extend its online portfolio across several forms of interactive consumer content.

• 2005

  Spyware and intrusive advertising lawsuit

  New York Attorney General Eliot Spitzer alleged that Intermix was responsible for secretly installed spyware that delivered pop-up advertisements and other intrusions to millions of computer users. Intermix agreed to a $7.9 million settlement without admitting culpability.

  Source

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• 2005

  Launch of Grab.comProduct launch

  Background

  Intermix sought to expand its online-entertainment and social-networking portfolio beyond its existing properties.

  Action taken

  The company launched Grab.com with self-publishing, social networking, games, game purchases, movie reviews, and other entertainment content.

  Aftermath

  The launch preceded News Corporation's acquisition of Intermix later in 2005.

  Source

• 2005

  Sale to News CorporationM&A

  Background

  MySpace's growth made Intermix attractive to News Corporation, which was pursuing a broader expansion of its internet presence.

  Action taken

  News Corporation agreed to acquire Intermix Media for approximately $580 million in cash.

  Aftermath

  Intermix became part of Fox Interactive Media, and Richard Rosenblatt served as a Fox consultant for six months after the transaction.

  Acquisition consideration. Approximately US$580 million in cash (2005)

  Source

• 2004

  Corporate rebranding as Intermix MediaStrategy

  Background

  The company had operated under the eUniverse name after beginning as Entertainment Universe, Inc.

  Action taken

  eUniverse changed its corporate name to Intermix Media, Inc., aligning the company with its broader internet and entertainment portfolio.

  Aftermath

  The Intermix Media name was used until the company was acquired by News Corporation in 2005.

  Source

1. 1Intermix Mediaen.wikipedia.org