Huffington Post matures into online force

As HuffPo retools its focus, PR is helping to reposition it for online and offline media outlets

by Hamilton Nolan (PR Week 2007-7-30)

Coming soon to The Huffington Post: corporate leaders?

It seems counterintuitive that HuffPo - once pigeonholed as the "liberal Drudge Report," now evolving into a full-fledged online news and opinion clearinghouse - could play host to the musings of business leaders who would not be surprised to find their capitalist predilections railed against by the site's commenters.

However, the two-year-old site, which Technorati ranks as one of the top five blogs on the Web, is aggressively pushing to establish itself as a premier national forum for thoughts and opinions of all stripes.

"The site has more of the urgency that newspapers traditionally had before they were overtaken, in terms of urgency, by 24/7 news online," says Arianna Huffington, the site's founder, namesake, and chief networker and promoter. "We present the news in a way that's accurate, fact-checked, and fair, but has a point of view."

The rest of the story: PRWeek