DanceWithShadows, an online site founded by Babychen Mathews, has been acquired by outsourced content services company Mindworks Global Media. The terms of the deal have not been disclosed, but Mathews has joined the company as Chief Internet Officer. Mindworks primarily works with global newspapers, magazines and online publishers, providing them content and design services, and is backed by Helion Venture Partners. This is essentially a content services business setting up a publishing arm through an acquisition. Speaking with MediaNama, Tony Joseph, CEO of Mindworks declined to comment on the terms of the deal, but said that it’s a cash plus stock deal. He also declined to comment on Mathews lock-in. has an auto site DWS Auto, and a tech site DWS Gadgets, and though we’ve heard very little of it, according to MindWorks, it ranks 17th on Alexa in India, draws over 1 million unique visitors a month.

Responding to our question about whether DWS is primarily a search engine optimisation and social media marketing (Babychen Mathews has dugg 50,631 articles so far) play, hence it is primarily audience arbitrage instead of building a readership, Joseph said that Mindworks brings in the ability to leverage DWS’ existing strength, and build on it with quality content.

He said that Mindworks sees a significant opportunity in the online media space. “We have build the processes and skills to deliver content at scale, and we’re putting the same infrastructure behind scaling up DWS. The reason why we acquire the site, is its strong alexa ranking, and clickthrough rates are ranked pretty high. This is something that we knew that if we can add quality content at scale,” he added. Joseph said that they are focused on two verticals – Autos and Tech, but will add more. Aviation is being added, and there will also be an International Auto focus.

In terms of monetization, Joseph said that he was surprised by the exceptionally high clickthrough rates at DWS. The business focuses on people at the intent stage of their purchase cycle, and “We’ll build on the ability, and add quality content.” In terms of monetization, he said it’s too early to speak about whether the company will be primarily focused on ad networks and Google AdSense, or deploy a sales force. “We’ll take a staged approach.”

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