In an essay on The Huffington Post discussing the site’s merger with AOL, Arianna Huffington, HuffPo co-founder and now president and EIC of The Huffington Post Media Group, speaks to what is most important to the newly merged media outlet.
“By combining HuffPost with AOL’s network of sites, thriving video initiative, local focus, and international reach, we know we’ll be creating a company that can have an enormous impact, reaching a global audience on every imaginable platform.”
(As with The Daily, we wonder if that means new pitching opportunities for publicists. Note, the New York Times pinpoints the AOL sites that will likely disappear and the staff adjustments that will probably be made.)
Moreover, the acquisition gives AOL a jolt that it needs. Huffington also addressed that in a video she and AOL CEO Tim Armstrong recorded for AllThingsD.
In the video, she praises Armstrong for his ability to assess the strengths and weaknesses of AOL. During a talk, she says he emphasized the importance of trust (“Trust is the new black”), and the brand awareness AOL has, but laments the company’s lack of “a clear identity.”
In that sense, The Huffington Post can definitely tell AOL (and others) a thing or two about a thing or two.
“Rarely has a media brand been built out to such considerable effect in such a short amount of time,” writes David Carr in a separate Media Decoder post on the NY Times website.
[Image via All Things D.]