Tim Armstrong’s game to make AOL a content company continues today with his $315 million acquisition of the Huffington Post. Deal details are here, but the key points are: the new Huffington Post Media Group will include HuffPo as well as AOL’s content sites, and Arianna Huffington will be its editor-in-chief.
I’ve been reasonably patient and benefit-of-the-doubt-giving about the new AOL, but this strikes me as a terrible idea. First, there’s the gap between how the two companies see ‘content.’ For all the heat it takes on the grounds that it doesn’t pay its writers (and that heat is deserved), the HuffPo is very much a place that believes there’s value to a publisher in originalreporting. The front page may still read like the liberal answer to Drudge that its founders had in mind, but of late, the site has made major expansions into more serious coverage, and I increasingly run into HuffPo reporters who are doing gumshoe work. It is much more than an aggregator with great SEO managers, though it is that too.
AOL when Tim Armstrong first took it over promised to be that, hiring a number of high-profile journalists from collapsing newspapers to work on a number of smart blogs, and even recruiting stringers as foreign correspondents. But in the last few months, the strategy has shifted. This presentation of AOL’s new metrics for success is pessimistic and unimaginative, a vision of digital media seems stuck in the noisy, SEO-obsessed world of five years ago. It’s certainly not a vision that’s compatible with the kind of place that HuffPo has grown up to be, nor with some of the more interesting elements of AOL’s current content stable. No surprise, then, that those elements are the first to be thrown overboard.
Second, the new ‘AOL way’ is all about mass appeal, and, as everyone knows, the Huffington Post is partisan project. I am not sure what is harder to imagine: that all of AOL’s platforms could conform to Ariana Huffington’s worldview, or that the Huffington Post could suddenly shift center, in the way that Armstrong and Huffington promised when talking about the deal to AllThingsD’s Kara Swisher.
Actually, the whole Swisher interview is worth watching, because it highlights these two culture clashes–on politics and on reporting–that make me skeptical of the deal: listening to Ariana and then Armstrong, it seems as though they are talking about separate mergers. AOL. has been down the dangerous route of a merger with a very different culture before, and it had disastrous consequences. It’s a shame it seems to be making the same mistake twice.
a.o.l. has moved to acquire technology and business blog TechCrunch, as part of new CEO Tim Armstrong’s strategy to turn the company from an internet service provider into a stable of content sites, a digital version of a magazine holding company. TechCrunch founder Michael Arrington on his reasons for selling:
They run the largest blogging network in the world and if we sold to them we’d never have to worry about tech issues again. We could focus our engineering resources on higher end things and I, for one, could spend more of my day writing and a lot less time dealing with other stuff.
They already own many of the top technology blogs. They already have a huge sales team in place (although our own sales team kicks ass and is staying on). And they have an internal events group that we will be able to leverage.
From a product and business standpoint, it’s a perfect fit.
…AOL was very aggressive about one last important issue that really sealed the deal – editorial.
Tim told me that he doesn’t want whatever makes TechCrunch special to go away. He also said it was important that we feel free to criticize AOL when we think they deserve it. And the agreement we signed with AOL fully reflects this. In particular, we used the Twitter document scandal as a test. If the same thing happens with AOL in the future, we should feel comfortable posting those documents. And in that unlikely event, we will.
I’ve been saying for some time that the future model is a kind of aggregation of niche sites under big name banners, including a.o.l.’s. And TechCrunch is one of the best niche sites out there. I disagree with much of what they write, because they get over-excited about each and every startup they cover. But the fact is, they also break more big tech stories than anyone, and I find that the site is pretty indispensible as a result. All in all, Armstrong has made a smart acquisition.
Occasionally, the Apocalypse Series has attempted to read the tea leaves and make predictions about the new model. I don’t believe–as other media prophets seem to–that there will be no more Big Media. Human history suggests that power tends to consolidate, break down and then consolidate again. I believe that the new consolidators of power will be organizations who can mix and match. It will be the people who can take the nichification that the web brings and use it to deepen rather than to flatten what we know. Read the rest of this entry »