AOL Buys Huffington Post for $315 Million

AOL bought the Huffington Post over the weekend for $315 million dollars, All Things D reported.

The site will become part of a new group at AOL called The Huffington Post Media Group and Arianna Huffington will become the editor in chief of the group which will also include other AOL properties Engadget, Moviefone, MapQuest and TechCrunch, All Things D noted.

Huffington told Kara Swisher, All Things D columnist, "content for all these sites will be integrated deeply into the Huffington Post, giving it a huge new infusion of editorial material."

TechCrunch posted an internal memo from AOL CEO Tim Armstrong detailing the acquisition to employees. It included:

"The Huffington Post is core to our strategy and our 80:80:80 focus - 80% of domestic spending is done by women, 80% of commerce happens locally and 80% of considered purchases are driven by influencers. The influencer part of the strategy is important and will be potent.

The Huffington Post is a strong influencer brand and it attracts a valuable audience, including a great focus on women's content. In addition, Arianna Huffington is a world-renowned expert on women's topics and issues, and has enabled The Huffington Post to grow rapidly by continually developing new audiences."

Guess Tim does not see Arianna as a political journalist and commentator.

He did note the increase in numbers the buy would bring to AOL. "Together, AOL and The Huffington Post will have 117MM unduplicated domestic monthly UVs, and ~270MM monthly UVs worldwide (according to comScore Dec 2010), the memo stated.

About the author

Frank Watson has been involved with the Web since it started. For the past five years, he headed SEM for FXCM -- at one time one of the top 25 spenders with AdWords. He has worked with most of the major analytics companies and pioneered the ability to tie online marketing with offline conversion.

He has now started his own marketing agency, Kangamurra Media. This new venture will keep him busy when he is not editing the Search Engine Watch forums, blogging at a number of authoritative sites, and developing some interesting online community sites.

He was one of the first 100 AdWords Professionals, a Yahoo and Overture Ambassador, and a member or mod of many of the industry forums. He is also on the Click Quality Council and has worked hard to diminish click fraud.