Demand Media acquires CoverItLive

Demand Media has acquired live blogging tool CoveritLive, the company announced late last week.

The acquisition comes days after Demand Media became embroiled in a controversy surrounding Google, after the internet giant amended its algorithm to reduce the rankings of content farms, which some SEO experts have accused Demand Media of doing.

The live blogging system, which is used by several sites including ESPN, Ford and News Corp, will now come under the Demand Media name.

“Like Demand Media, we started CoveritLive to help fill the gaps in online content. We saw an opportunity to cover live events in a way that no one had before by combining talented writers, multimedia and two way engagement via comments and polls,” said CoveritLive founder and president Keith McSpurren, in a prepared statement.

“As a Demand Media partner, our joint customers have seen the value of combining our service with Pluck’s integrated community platform. It’s a powerful combination that helps marketers engage consumers before, during and after an event.”