In his New Yorker article on American newspapers, Eric Alterman asks whether the liberal U.S. news website the Huffington Post is the future of news delivery.
Almost by accident, however, the owners of the Huffington Post had discovered a formula that capitalized on the problems confronting newspapers in the Internet era, and they are convinced that they are ready to reinvent the American newspaper. “Early on, we saw that the key to this enterprise was not aping Drudge,” Lerer recalls. “It was taking advantage of our community. And the key was to think of what we were doing through the community’s eyes.”
On the Huffington Post, Peretti explains, news is not something handed down from above but “a shared enterprise between its producer and its consumer.” Echoing Murdoch, he says that the Internet offers editors “immediate information” about which stories interest readers, provoke comments, are shared with friends, and generate the greatest number of Web searches. An Internet-based news site, Peretti contends, is therefore “alive in a way that is impossible for paper and ink.”
Though Huffington has a news staff (it is tiny, but the hope is to expand in the future), the vast majority of the stories that it features originate elsewhere, whether in print, on television, or on someone’s video camera or cell phone. The editors link to whatever they believe to be the best story on a given topic. Then they repurpose it with a catchy, often liberal-leaning headline and provide a comment section beneath it, where readers can chime in. Surrounding the news articles are the highly opinionated posts of an apparently endless army of both celebrity (Nora Ephron, Larry David) and non-celebrity bloggers—more than eighteen hundred so far. The bloggers are not paid. The over-all effect may appear chaotic and confusing, but, Lerer argues, “this new way of thinking about, and presenting, the news, is transforming news as much as CNN did thirty years ago.” Arianna Huffington and her partners believe that their model points to where the news business is heading. “People love to talk about the death of newspapers, as if it’s a foregone conclusion. I think that’s ridiculous,” she says. “Traditional media just need to realize that the online world isn’t the enemy. In fact, it’s the thing that will save them, if they fully embrace it.”
It’s an almost comically audacious ambition for an operation with only forty-six full-time employees—many of whom are barely old enough to rent a car. But, with about eleven million dollars at its disposal, the site is poised to break even on advertising revenue of somewhere between six and ten million dollars annually. What most impresses advertisers—and depresses newspaper-company executives—is the site’s growth numbers. In the past thirty days, thanks in large measure to the excitement of the Democratic primaries, the site’s “unique visitors”—that is, individual computers that clicked on one of its pages––jumped to more than eleven million, according to the company. And, according to estimates from Nielsen NetRatings and comScore, the Huffington Post is more popular than all but eight newspaper sites, rising from sixteenth place in December.
Arthur Miller once described a good newspaper as “a nation talking to itself.” If only in this respect, the Huffington Post is a great newspaper. It is not unusual for a short blog post to inspire a thousand posts from readers—posts that go off in their own directions and lead to arguments and conversations unrelated to the topic that inspired them. Occasionally, these comments present original perspectives and arguments, but many resemble the graffiti on a bathroom wall.
The notion that the Huffington Post is somehow going to compete with, much less displace, the best traditional newspapers is arguable on other grounds as well. The site’s original-reporting resources are minuscule. The site has no regular sports or book coverage, and its entertainment section is a trashy grab bag of unverified Internet gossip. And, while the Huffington Post has successfully positioned itself as the place where progressive politicians and Hollywood liberal luminaries post their anti-Bush Administration sentiments, many of the original blog posts that it publishes do not merit the effort of even a mouse click.
Additional oddities abound. Whereas a newspaper tends to stand by its story on the basis of an editorial process in which professional reporters and editors attempt to vet their sources and check their accuracy before publishing, the blogosphere relies on its readership—its community—for quality control. At the Huffington Post, Jonah Peretti explains, the editors “stand behind our front page” and do their best to insure that only trusted bloggers and reliable news sources are posted there. Most posts inside the site, however, go up before an editor sees them. Only if a post is deemed by a reader to be false, defamatory, or offensive does an editor get involved.
The Huffington Post’s editorial processes are based on what Peretti has named the “mullet strategy.” (“Business up front, party in the back” is how his trend-spotting site BuzzFeed glosses it.) “User-generated content is all the rage, but most of it totally sucks,” Peretti says. The mullet strategy invites users to “argue and vent on the secondary pages, but professional editors keep the front page looking sharp. The mullet strategy is here to stay, because the best way for Web companies to increase traffic is to let users have control, but the best way to sell advertising is a slick, pretty front page where corporate sponsors can admire their brands.”