HuffPost has taken a step further in its mission of becoming a more unified global newsroom.
News like the global migrant crisis, the transformation of employment through technological change, the rise of ethnic nationalism, globalization and climate change are all areas in which HuffPost wants to push a more cooperative editorial approach across geographies.
A little over two months ago, HuffPost changed the way it loads articles within its app, which led to significant speed improvements. HuffPost said the faster load times led to an 8 percent increase in article views per visit, but it declined to provide raw numbers
This spring, HuffPost’s new editor-in-chief, Lydia Polgreen, announced that she wanted the Oath-owned title to become a grand tabloid for the underserved.
It appears to be resonating with HuffPost’s core audience. Since the site overhauled its homepage four months ago, the number of people going directly to the site’s homepage is up 23 percent, year over year.
In a deal with Leo Burnett, The Huffington Post will help the creative agency create content for clients, going so far as to embed one or two employees at Leo Burnett’s Chicago offices. Leo Burnett also will have access to the HuffPost’s social dashboard that tracks how content is performing on the site.
Last month The Huffington Post topped 100 million uniques for the first time ever. Arianna Huffington herself made the announcement that, according to comScore, the site racked in a whopping 115 million unique views in August. She also said HuffPost was the largest publisher on Facebook in August for the fourth month in a row.
Here’s what she had to say about the commitment to investigative as well as lifestyle stories, making online publishing profitable and the importance of “good news” to the business
Facebook’s recent decision to deprioritize news has many publishers re-evaluating their commitment to the platform. But the HuffPost is plowing ahead with its vertical strategy. It launched two more in December, Nurses, I See You, for nurses; and Not Alone, for friends and family of those struggling with opioid addiction, as part of a push into enterprise health reporting.
While headline optimization is all the rage on the page, it’s easy to forget that the copy of your social media updates is actually what many readers see before they decide to click on your content.
This inspired the Huffington Post’s editorial team to craft a vision for how the two can work together—headline and social copy—in a way that gets the most visitors to the page and makes their content uber-shareable.