AOL's Huffington Post Media Group to launch iPad digital weekly magazine 'Huffington'; publication to be available as app

THETFORD CENTER, Vermont , March 20, 2012 () – Forbes’ Jeff Bercovici reports that the Huffington Post Media Group will launch “Huffington,” a digital magazine for the iPad and tablet format. “Huffington” will be available as an app, rather than as a mobile-optimized website.

Huffington Post Media has appointed its own executive editor Tim O’Brien to oversee the project. The company lured O’Brien away from The New York Times in 2010, to spearhead original journalism at the Huffington Post or “HuffPo.”

Huffington will be a weekly, though the company has yet to determine how it will monetize the magazine. Bercovici received dueling accounts by HuffPo insiders. But as he describes, News Corp.’s The Daily is available as a paid app ($39.99 per year, $.99 per issue), and is one of the top-grossing apps in the Apple store.

AOL has begun putting considerable resources into HuffPo, after a quiet first year (it acquired HuffPo in February, 2011). AOL will launch a video-HuffPo streaming network between Q2 and Q3, with 12 hours of programming running five days a week. Called “HuffPost Streaming Network,” it will sit on every available platform, including desktops, smartphones, tablets and “over-the-top TV,” that is, off network.

No launch date as yet. Assuming the same demographics as the HuffPo website, the magazine app and the streaming network can expect this market reach:

  • 12.8M women every month, who HuffPo reminds advertisers “control 85% of household spending”
  • HuffPo visitors are “more likely to have a [household income] of over 150K than average internet users”
  • “More likely to have a post-graduate degree than average internet users”
  • “More likely to be business decision-makers than average internet users”

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