AOL is looking to an international supermodel to enhance its new positioning as a hub for women.
Heidi Klum, former Sports Illustrated cover model and current Project Runway host, has signed on to produce content for the ever-evolving portal. Over the next few months, Klum and Full Picture Entertainment—the production firm behind Runway—will create a range of Oprah-esque content for AOL in the lifestyle and advice vein, including photo galleries, blog entries, articles and video.
"Women are looking for content that speaks to every part of their lives,” said Klum. “Right now, advice seems so scattered online. I have created a place on AOL that's really one-stop shopping, for women as moms, wives, workers, friends and their most creative selves.”
According to AOL CEO Tim Armstrong, the Klum deal is part of the company’s latest strategy du jour—defining AOL as a core place to reach women. Recently, AOL inked a deal to launch two female-targeted series with Endemol. Also, the company recently elected to outsource its male-appealing sports site Fanhouse to Sporting News.
"Our objective in 2011 is to make AOL the first choice online destination for women," said Armstrong.