Chicago—Arianna Huffington, president and editor in chief of the AOL Huffington Post Media Group, met with reporters in Chicago to discuss AOL Inc.'s editorial strategy. While much of the discussion focused on AOL's Patch group and local reporting in Chicago, Huffington also addressed how AOL Industry, a new division covering the energy and defense and government IT sectors, fits in with the company's overall editorial strategy.
Huffington said AOL Industry, which expects to launch its energy coverage later this month, will draw on Internet lessons learned from AOL and the Huffington Post. It will combine original reporting, aggregation, blogs and user comments to act as a “starter page” for readers, she said. Huffington anticipates the aggregation portion of AOL Industry sites will also help drive traffic to existing b-to-b media websites.
She also said that AOL's Portrait rich media format will aid AOL Industry in attracting b-to-b advertisers. “Quality ads are part of it,” Huffington said. “This format enables the reader to engage with the ad.”