9 Apr

Huffington Post A Brand Divided or Brilliant Strategy

By Jimmy Caccamo, Account Associate

On February 18, Huffington Post unleashed its new political satire show, “The HuffPost Show,” onto the world. While I’m sure the Huffington Post found only the best comics, writers and hosts to build this, I can only wonder whether their strategic move will hurt their overall brand.

The Huffington Post is an American online news aggregator and blog that provides individuals with real and liberal-leaning trustworthy news, or at least that is what most of its readers expect of the news site founded in 2005. Currently, the site has 40.6 million unique, monthly page visitors and 204 million page views.

In an attempt to build viewership and attract well-known political figures, The Huffington Post has created a site that will compete with shows like “The Colbert Report” and “The Daily Show,” as well as popular, satirical news sites like “The Onion” and “New Republic.”

Channel saturation of where we get news, no thanks to social media, has allowed popular satire sites to explode in popularity, and have seen untrue stories spread like wildfire, with their readership believing it is true.

Maybe The Huffington Post is onto something. According to a Pew Research study, 12 percent of Americans receive their news from “The Daily Show,” which, in terms of readership, is on par with news outlets like USA Today and The Huffington Post. After all, satire is considered to be an effective source for understanding society.

Will this dilute the overall Huffington Post brand? Or did The Huffington Post finally figure out where their brand truly fits in this oversaturated news source world? If it is the latter, then I think The Huffington Post has made a brilliant, yet risky strategic move. If they analyzed their market correctly, then they will soon reap the rewards, but if they are off on their calculations, their overall brand could be diluted without any gain to their new, satirical component.

What do you think? Will this change dilute their brand or will The Huffington Post begin stealing viewers?