Demand Media, one of the most heavily funded companies on the internet, has boosted its lifetime total to $355 million with a new $35 million investment reported by peHUB.

While the amount would be shockingly large for almost any other company, it’s a relatively small funding for Demand; for perspective, the new investment is about half what the company payed for the social media tool provider Pluck in a deal reported earlier this month.

Demand is better known for buying large numbers of generic web sites based on the value of their names, then plastering them with advertisements. The acquisition of Pluck makes Demand look as if it might finally be moving to build out its portfolio of domains with content, perhaps partially user-generated.

The source of the newest funding was not disclosed. Demand is based in Los Angeles, Calif.