MSM attention on the liberal-leaning Huffington Post continues, with the NYT chimming in with a story on the site that has now passed the venerable, conservervative-leaning Drudge Report in unique visitors.
When Ms. Huffington, the 57-year-old author and former conservative pundit, announced her plans for The Huffington Post three years ago, many critics dismissed the idea as a digital dinner party for her new liberal friends. But it has grown in ways that few, except perhaps Ms. Huffington herself, expected.
In February, The Huffington Post drew 3.7 million unique visitors, according to Nielsen Online, for the first time beating out The Drudge Report, the conservative tip sheet with which The Post is often compared. On Technorati, a blog search tool, The Huffington Post is the second-most-linked-to blog, behind only the technology site TechCrunch. As Roy Sekoff, the site’s editor, said, “We’ve always wanted to be part of the national conversation.”
When Barack Obama made his first public remarks about his controversial pastor, the Rev. Jeremiah A. Wright Jr., he did so in a post on the site. “It was immediately picked up everywhere,” Ms. Huffington recalled. “It helps to be bookmarked by the mainstream media.”
And The HuffPost, as it’s known, has come to symbolize a certain combination of entrepreneur and online commentator, creating a brand and a business around Ms. Huffington. But she and her co-founder, Kenneth Lerer, have broader aspirations. In the last 12 months, they have introduced new content areas devoted to subjects like entertainment and business, and they have three more — international news, sports and books — coming soon.
Ms. Huffington herself now spends less time on blog posts condemning the Bush administration (although there’s still plenty of that) and more time reimagining The Huffington Post as what she calls an “Internet newspaper.” In October, the site hired a new chief executive, Betsy Morgan, from CBS Interactive, and this summer the site will take an ambitious step by introducing its version of a metropolitan section: local versions for major cities.
Whether readers will follow the site into new areas, however, is an open — and expensive — question. The plan will put The Huffington Post into competition with existing newspapers and, arguably, with companies like Yahoo, AOL and CNN.com.
“Success on the Web is defined by spotting niches and serving them well,” said Micah L. Sifry, the editor of the blog TechPresident.com. “Will people go to The Huffington Post for great sports blogging? They’re certainly not going to go see what Arianna says about opening day,” he added.