HuffPo Revamps, Adds Options for Advertisers

  |  May 30, 2007   |  Comments

A site redesign should go over well with advertisers concerned about content association.

Today's redesign and upgrade of The Huffington Post, a popular online source for news and opinion, added new sections that not only improved site organization but should also be popular with advertisers concerned about content association, according to Chief Revenue Officer James Smith.

Smith said the upgrade will enable marketers to better position their ads to match the stories and blog entries on the site. Huffington Post is now divided into sections focusing on politics, business, entertainment, lifestyle and media that enable site founder Arianna Huffington and her colleagues to broaden the its "arsenal of marketing solutions" said Smith.

"These all were covered, to different degrees [before the re-design]," he said. "We were heavier on media and politics. But it became clear to us that our audience was giving us license to more broadly define what we are reporting on and that led to more and more content on entertainment and business to the point where we realized we could roll out sections and get more robust coverage."

The new editorial expansion "allows marketers to advertise in environments that best complement their brands," said Smith. "These sections allow advertisers to put their creative and content in areas they find more powerful for their message. Xerox may find that their advertising has more impact in a business-focused environment and, in fact, Xerox is a sponsor in our business section for that reason."
Spreading out the content also creates more real estate for ad sales, Smith acknowledged. He said the redesign does not affect ad pricing, nor does it include any changes related to the types of advertising accepted.

"We already had a fully optimized, rich media-capable, sponsorship-friendly advertising platform," said Smith. "That has not changed." He added the site's developers are always looking for improvement. "Certainly, given this content expansion, we continue to think and work to expand our creative advertising possibilities, which may include an expansion of the types of units we can offer," he said.

The Huffington Post, which reports more than 70 million page views monthly and more than 3.3 million users, will host the first-ever online presidential debate this autumn. Smith said there will probably be some special advertising opportunities offered to coincide with the event.

Last August, the company also took a $5 million investment from Softbank Capital to be used for hiring more staff to keep the site updated round-the-clock. Smith would not say whether the money is also being used to fund the content expansion which, he said, involved substantial hiring and new offices.

Huffington Post recently chose Gorilla Nation for online ad representation, having the firm assume sales duties in Texas, Southern California, Detroit, Canada and the United Kingdom.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Early Bird Rates expire May 29. Register today and save!


COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.



Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.




    • SEO Specialist
      SEO Specialist (HeBS Digital) - NEW YORK                             ...
    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...