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 Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

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

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Sr. Paid Search Manager
      Sr. Paid Search Manager (Bisk Education) - TampaCurrently seeking a Sr. Paid Search Manager in Tampa, FL for Bisk Education! Bisk Education is a...
    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...