Remember when AOL bought Huffington Post — for a “bazillion dollars,” as Joe Coscarelli says — and everybody’s first question was, “On what planet does this deal make basic business sense?”
Here you had the erstwhile America Online, which had made big bucks back in the original 1990s Internet boom, when dial-up modems were still the deal, before Gmail, before you bought high-speed digital access through your cable company (or logged on at free WiFi hotspots). Having failed to exploit its original massive footprint in the online world, AOL decided to buy HuffPo, a content provider that has “succeeded” — i.e., getting lots of page-views — without ever turning a profit on that traffic.
What’s the value of a money-losing content provider to a desperate declining online service provider? Such were the calculations required to make sense of AOL reportedly paying $315 for HuffPo’s estimated 25 million monthly “unique visitors.” Maybe you need an MBA to figure that out, or maybe I just didn’t do enough drugs back in the ’70s, because it made no damned sense at all to me. Reacting to the $315 million pricetag, I asked: “Did they misplace the decimal point?”
What it looked like, frankly, was the old pump-and-dump mentality of the Dot-Com Bubble era, hyping a start-up company to sell at an inflated price to an investor with more money than sense. And the suits at AOL certainly fit that description. As I noted at the time of the deal, AOL had reported losses of $782 million in 2010. These guys are experts at losing money, so therefore it made perfect sense for AOL to pay 10 times HuffPo’s 2010 estimated gross revenue (not profit, mind you, just revenue) and let Arianna “take control of all of AOL’s editorial content as president and editor in chief of a newly created Huffington Post Media Group,” with “oversight not only of AOL’s national, local and financial news operations,” but even such services as Mapquest.
As might have been expected, that bizarre arrangement couldn’t last long, and there was a report this week that Arianna’s vast powers have recently been somewhat curtailed:
Arianna Huffington acknowledged Thursday that her portfolio at AOL Inc. is being scaled back to include only the Huffington Post, undoing a structure put in place when her website was acquired by AOL last year. . . .
After buying the Huffington Post for $315 million, AOL gave Ms. Huffington editorial oversight of all its properties, including tech-news site TechCrunch, the patch.com network of local news sites, MovieFone and MapQuest. In addition, more than 30 AOL properties, such as Politics Daily, were absorbed by the Huffington Post.The management structure created tensions with staff at some of the properties. Patch management, for instance, differed with Ms. Huffington over strategy for the local news sites, according to people familiar with the matter. TechCrunch founder Michael Arrington quit in a public spat with Ms. Huffington.
Ah, remember that news last September? My headline at the time:
Arianna Huffington Fires Tech Blogger
AOL Paid $30 Million to Buy Out
TechCrunch was a valuable property, because Michael Arrington was a valuable blogger, and the fact that he was willing to walk away from a brand he had created was one of those “Houston, we have a problem” moments, a signal that whatever skills Arianna Huffington brought to AOL, personnel management wasn’t one of them. Continue reading Arianna’s Power Scaled Back at AOL? →