DOING MORE WITH LESS: Nailing the new media business model at the Huffington Post

To mark the relaunch of the Editors Weblog, the World Editors Forum is running a special series entitled "Doing More with Less." The series highlights major trends that editors-in-chief are using to steer their newsrooms through the difficult economic climate. The fourth of the series takes a look at the hugely successful online-only news site, the Huffington Post.

The Huffington Post was a runaway success in 2008; with 8 million readers during the US election campaign, it is now the most 'linked-to' blog on the Web and is valued at up to $200million. It only employs around 50 staff, just a handful of which are editorial. To do so much with so little, is an impressive feat indeed. The Editors Weblog spoke to HuffPost's Founding Editor Roy Sekoff, and National Editor Nico Pitney, to examine the crucial elements that contribute to its success and look at how it plans to maintain that success post-elections.

HUFFING AND PUFFING TOWARDS SUCCESS

Content
To explain HuffPost's huge popularity, Sekoff pointed to the mix of different content you can get on the site. "It's a very vital and dynamic blend of breaking news, aggregated news and real-time commentary," meaning that you can find out the information you want and immediately see what people have been saying about it. It offers a bit of everything, both "esoteric and pedestrian," And a crucial factor is the mix of people who write on the site, from Hillary Clinton to Larry David to Arianna Huffington herself. Sekoff explained that it is "not just a certain kind of writer. You could get an actor, an architect and a politician all weighing in on the same issue."

Speed
The speed at which news can be reported in an online model is invaluable for HuffPost's success and for the news industry today. "The Internet has enabled us to get what we want, when and how we want it," Sekoff declared, "and it turns out they want it fast." He described the moment when the benefits of online really hit home in HuffPost's early days. It was the day of the July 2005 London bombings and HuffPost had been covering the story from the early hours of the morning, with bloggers sending in information and pictures from London. Then the morning New York Times appeared, with London on the front page but topped with the wrong headline: about the city hosting the 2012 Olympics. "It literally was yesterday's news," Sekoff stressed. Pitney was enthusiastic about how HuffPost can provide "instantaneous coverage about what's happening," and can immediately try to get comments from people involved in the story.

Interconnectedness
The HuffPost team have also made a considerable effort to make the whole site as appealing and user-friendly as possible, as while it was originally envisaged that readers would purposefully come to the home page and then move around the site, now many people end up landing on other pages through links from searches or social media sites. Sekoff explained that they had been "working to make each landing page full of as much content as possible," with images, related stories, or recommendations for further reading, "to make much content intuitively available for people who are interested in certain topics." There is extensive "interconnectedness" between elements of the site, which both reduces the chances of readers missing things in the vast array of stories available, and makes the site more 'sticky,' increasing traffic.

Links
Sekoff was confident that the HuffPost was a financially sustainable endeavour. Its revenue largely comes from advertising, and this is based on its high traffic as a result of being the most linked-to blog on the Web. "It has become a link-based economy. You are not being paid in dollars any more for your piece, but rather you are being paid in traffic." So from a financial standpoint, the main focus is simply to get good content onto the site, which will encourage people to link to it, increase traffic and then generate more advertising revenue. The HuffPost does syndicate some of its content but Sekoff stressed that this was not an element of the site's business model.

"It has become a link-based economy. You are not being paid in dollars any more for your piece, but rather you are being paid in traffic."

Free contributions
HuffPost has invited over 2000 people to be part of its group blog. These successful, influential leaders in their fields are not paid but many still regularly offer their insight and comments to the virtual pages of HuffPost. So in terms of getting good readable content onto the site, this is a very cost effective way to do it. Sekoff explained why he thinks so many people are willing to write for the site: "we offer our bloggers a tremendous platform." The most obvious reason is simply the volume of readership HuffPost can offer: "on the HuffPost, stuff gets read." Very few people receive more than a few thousand readers on their individual blogs, while on HuffPost they can get millions. The "engaged readership" is a related factor, Sekoff believes. "People are always struck by how immediate the response is and how reasoned and interesting the comment section can be."

Another simple but important reason people like to blog for the HuffPost is the lack of commitment and deadlines. "People are free to write what they want when they want," Sekoff clarified, "so it's great for people who have something to say but don't have time to maintain their own blog." As most of the people who blog for HuffPost do other things - and in fact it is these other things that they do that make them so interesting - they appreciate the freedom to be able to speak out when they want to but have no obligation. "Nobody is carrying the weight themselves," he added, one of the advantages of having so many contributors.

Citizen reporters
HuffPost has also been embracing the free resource of citizen journalism and is confident of its potential. During the campaign the Off the Bus initiative, in conjunction with pro-am journalism venture New Assignment, used readers as reporters and was very successful. It was actually used to break stories, such as the 'Bitter Gate' scandal, and Sekoff described how readers continue to be excited about contributing to the site. In a project called 'Blogging the Meltdown,' people recount how the economic breakdown is affecting their communities, "putting flesh and blood on the statistics." He believes that tapping into the "storehouse of information and knowledge" provided by readers could be the future of much journalism.


PERFECTING POST-ELECTION PLANS

After its tremendous success during the election campaign, HuffPost is making plans for the future. Sekoff said that main areas of focus now are the presidential transition and the world economic downturn, and Pitney explained that much of the original reporting the Washington team are doing now is centred around the bailout plan. However, the site has already diversified from its original political focus and plans to continue doing so. A $25 million funding injection from Oak Investment Partners was announced in December last year and HuffPost has been looking at how to spend it.

One major area of expansion is localizing - HuffPost Chicago began in August 2008 and is described by site founder Arianna Huffington, as "part local news source, part resource guide, part virtual soap box." It includes a roundup of local services. San Francisco is coming next. A world section, in partnership with new international news service GlobalPost was recently launched. HuffPost has plans to create an investigative journalism fund, which will fund both daily breaking scoops and longer pieces, according to Sekoff, in an effort to make sure that this vital aspect of reporting is not lost due to a financial downturn. HuffPost will hire editors, but most of the writing will be done by freelancers, Pitney explained. He added that they will try to take advantage of the skills of some of the "great journalists" who are having trouble finding work due to the current financial situation in the newspaper world.
 
Although aggregation still very much forms the basis of the news reported on the site, HuffPost's original reporting team is expanding, according to Pitney, who added that a full time congressional reporter had just been hired. There are no photographers or videographers, but all reporters have been issued with a Kite phone, allowing them to take short videos at events which "almost instantly upload to an 'embed-able' video player online."

TRUMPING TRADITIONAL MEDIA?

Arianna Huffington insisted in an interview with Iwantmedia that HuffPost is not contributing to the demise of US daily newspapers in any way. Sekoff agreed, and Pitney stressed that newspaper journalists "are vital to what we do, and hopefully we are helping their work in the sense that we send them lots of readers, and we try to highlight their best work." Sekoff mentioned that he foresees a "hybrid future" for media operations, in which people will still get their information in a variety of ways.

"Newspaper journalists are vital to what we do, and hopefully we are helping their work in the sense that we send them lots of readers, and we try to highlight their best work." 

HuffPost is just one way in that variety. It has come up with a ground-breaking formula that involves minimum expenditure but provides maximum coverage: up to date, comprehensive aggregation combined with insight from famous names and readers, all of which is obtained for free. And although reader numbers have fallen from their peak during the US election campaign, what HuffPost offers is still original and effective enough to make its continued success very likely. Its expansion into local sites could be particularly popular considering the well-documented troubles of US metropolitan newspapers, and as investigative journalism is cut at newspapers, this could be area in which HuffPost excels. One potential threat comes from the fact that more and more newspaper websites are offering aggregation services themselves, But being first off the mark, HuffPost has a significant headstart.