The rebuilding of TheStreet.com

Arti Patel of Folio writes Tuesday about how CEO Elisabeth DeMarse has overhauled TheStreet.com’s operations.

Patel writes, “DeMarse offered candid comments about downsizing her editorial staff and the expansion of TheStreet’s contributor content model.

“‘When I came in, we went from 70 on staff to 15 and I filled in with the contributor content model,’ she said. ‘We pulled $2 million from the newsroom [costs].’

“The contributor content model allows various industry voices to publish their insights directly on the company’s site, which are then widely distributed across all TheStreet’s media channels. Currently, TheStreet retains 500 content contributors, according to DeMarse, but there is a ‘personal touch’ from the editors that helps facilitate the exchanges.

“‘It’s not a tsunami of content,’ she said. ‘[But] it’s the way of the future.’

“Adjusting her company’s advertising perspective, implementing cost-cutting measures and managing content and talent are the ways DeMarse was able to facilitate TheStreet’s financial turnaround since joining the company over a year ago. In the second quarter of 2013, TheStreet generated $13.5 million, an 8 percent year-over-year increase.”

Read more here.