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. Dancewithshadows.com 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…
