Just read a press release from AOL and The Huffington Post:
AOL AGREES TO ACQUIRE THE HUFFINGTON POST
The new combined media group of Huffington and AOL will reach 117 million americans and 270 nillion globally. AOL Inc. announced today that it has entered into a definitive agreement to acquire The Huffington Post, the influential and rapidly growing news, analysis, and lifestyle website founded in 2005, which now counts nearly 25 million unique monthly visitors. AOL has agreed to purchase The Huffington Post for $315 million, approximately $300 million of which will be paid in cash funded from cash on hand. The Huffington Post is privately owned by its two cofounders, as well as a group of investors.
But what is even more interesting is the leaked master plan of AOL behind this move. It’s a blueprint of how to make money in the internet via editorial content. Now this is the part that makes this very case so important and a must read for all you music and content people.
In a nutshell, AOL is pushing the following rules upon it’s staff
- telling its editors to decide what topics to cover based on four considerations: traffic potential, revenue potential, edit quality and turn-around time.
- asking its editors to decide whether to produce content based on “the profitability consideration.”
- that, when the story calls for it, willing to boost traffic by 5 to 10% with search ads and other “paid media.”
- site leaders are expected to have eight ideas for packages that could generate at least $1 million in revenue on hand at all times.
- In-house AOL staffers are expected to write five to 10 stories per day.
- AOL knows its sites are too dependent on traffic from AOL.com, and it wants its editors to fix the problem by posting more frequently, with more emphasis on getting pageviews.
The entire document is newsworthy, but here are some pages you must make sure to see:
- AOL’s goals.
- How AOL Media is structured and responsibilities are divided
- The daily, weekly, and monthly schedule for AOL sites.
- AOL’s traffic sources by type.
- A chart showing how AOL sites depend too much on the homepage
- The four types of “content generation processes.”
- The “content generation process.”
- AOL’s tools for editors for “identifying high demand topics.”
- AOL’s content distribution channels, by type.
- What kind of content AOL wants on its homepage and how to get it there.
- A screenshot of AOL’s metrics page for editors.
- How AOL builds cheap, Demand Media-like pages around search-friendly topics.
- AOL’s requirements for third-party traffic exchange partners
see the full doc: http://www.businessinsider.com/the-aol-way#-1