In the constantly changing media environment, the Huffington Post has carved out a niche for itself with a mixture of paid writers complimented by a vast swathe of bloggers who work for free - and now this formula will be heading to the UK this summer.
Founder of the Huffington Post, Arianna Huffington, yesterday announced at the the Changing Media Summit in London that following its purchase by AOL last month, the website is now planning on expanding internationally. She said that she had always wanted to bring the website global but a lack of internal capital had previously held her back. Having pocketed almost £195 million from the sale of the site, Huffington could be forgiven for retiring to a Caribbean island but she seems more determined than ever to create a global Huffington Post brand.
The site in the UK will follow the same model as the US site and recruitment for a team of dedicated writers will begin soon. These journalists will be complemented by UK-based bloggers covering a wide range of subjects. The world of online media is changing rapidly and we saw recently the launch of the iPad-only The Daily by News Corp, which is also heading to the UK, but with the US version of the digital paper rather than a dedicated UK version.
AOL will also be happy to see its content portfolio grow outside of the US, because as Tim Armstrong, CEO of AOL, said: "Both companies may be big in the US, but the US only represents 4 percent of the world's population." Will you be logging on to the UK edition of the HuffPo?