The Dodo

The Dodo is a digital media brand focused on creating and distributing animal-related content. It was founded in January 2014 by Izzie Lerer and Kerry Lauerman. The company is named after the extinct bird from Mauritius, reflecting a mission to make caring about animals a mainstream cause. Lerer's background includes a PhD in animal studies from Columbia University, with a focus on animal ethics and human-animal relationships, which directly inspired the company's creation. She identified a market opportunity where viral animal videos were popular, but no single media entity owned the space. The Dodo is part of a media family with strong digital roots; Izzie's father, Kenneth Lerer, co-founded HuffPost, and her brother, Ben Lerer, co-founded Thrillist.

The business operates primarily as a digital publisher, creating emotionally resonant and highly shareable video content for social media platforms. Its target audience ranges from casual pet lovers to committed animal advocates. The primary revenue stream is advertising, including pre-roll and mid-roll ads in videos, and sponsored content created in partnership with brands. The company has successfully diversified its revenue through multiple channels. It expanded into television with a show called "Dodo Heroes" on Animal Planet and developed original series for streaming services like Netflix, with "Izzy Bee's Koala World". Further brand extensions include a children's brand, "Dodo Kids," a publishing partnership with Scholastic for a line of books, and even a licensing deal for pet insurance, branded as Fetch by The Dodo. The company also generates revenue from live and experiential events.

The Dodo's core product is its short-form video content, optimized for platforms like Facebook, YouTube, and TikTok, where it has amassed a massive following. The content strategy focuses on telling fun, entertaining, and emotional stories about animals, often centered on rescues and unique animal relationships. This approach has made it one of the most popular publishers on Facebook. The company has also expanded internationally, launching "El Dodo" in 2017 to cater to Spanish-speaking audiences. In late 2016, The Dodo joined with NowThis, Thrillist, and Seeker to form Group Nine Media. In a major digital media consolidation, Group Nine Media was acquired by Vox Media in a deal that was finalized in early 2022. Keywords: digital media, animal content, video production, social media marketing, branded content, advertising revenue, content licensing, pet entertainment, animal welfare, viral videos, Group Nine Media, Vox Media, Izzie Lerer, Dodo Kids, animal rescue stories, social video, content strategy, media publishing, pet insurance, children's books, streaming series