AOL buying Huffington Post for $315 million

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Online company AOL Inc. is buying online news hub Huffington Post in a $315 million deal that represents a bold bet on the future of online news.

The acquisition announced early Monday puts a high-profile exclamation mark on a series of acquisitions and strategic moves engineered by AOL CEO Tim Armstrong in an effort to reshape a fallen Internet icon. AOL was once the king of dial-up online access known for its ubiquitous CD-ROMs and “You’ve got mail” greeting in its inboxes.

Perhaps just as important as picking up a news site that ranks as one of the top 10 current events and global news sites, AOL will be adding Huffington Post co-founder and media star Arianna Huffington to its management team as part of the deal.

After the acquisition closes later this year, Ms. Huffington will be put in charge of AOL’s growing array of content, which includes popular technology sites Endgadget and TechCrunch, local news sites Patch.com and online mapping service Mapquest.

The price that AOL is paying is “really just the hiring fee to get Arianna,” technology analyst Rob Enderle said. “This is one of those out-of-left-field moves that actually makes a lot of sense. This could put AOL back on the map.”

Mr. Armstrong, a former Google Inc. executive, has been trying to turn AOL into a go-to place for a wide variety of news since he was hired to turn around the company in April 2009 while it was still a part of Time Warner Inc. The makeover is designed to give Web surfers a reason to visit AOL’s websites more frequently to help boost online ad sales.

At the same time, Mr. Armstrong has laid off hundreds of employees in an effort to boost AOL’s financial performance and stock price. It has been a slog so far. AOL lost $782.5 million last year, largely because of accounting charges, and the company’s stock is now worth slightly less than after it was spun off from Time Warner 14 months ago.

The deal “will create a next-generation American media company with global reach that combines content, community, and social experiences for consumers,” Armstrong said in a statement announcing the deal.

Founded in 2005, Huffington Post is owned by Arianna Huffington, Kenneth Lerer and a group of other investors. The site attracts 25 million monthly visitors. AOL will pay $300 million of the purchase price in cash.

Putting Ms. Huffington into a position of power could eventually threaten Mr. Armstrong’s job security if AOL still struggles, Mr. Enderle said.

“This is a gutsy move on (Mr. Armstrong‘s) part because Arianna could end up running AOL,” Mr. Enderle said.

In a blog post about the deal, Ms. Huffington praised Mr. Armstrong’s vision for AOL and said they were on the same page as they discussed their ambitions for online news. “We were practically finishing each other’s sentences,” Ms. Huffington wrote about their discussions. She wrote that the deal was signed at the Super Bowl in Dallas, which she and Mr. Armstrong attended.

If it wins expected regulatory approval without any hitches, the deal likely will close in late March or early April.

Mr. Armstrong has been an aggressive deal maker since his arrival, but this marks by far the biggest acquisition of his tenure. Various published reports quoting unidentified people have also said he has talked to private equity firms about the possibility of trying to buy Yahoo Inc., another struggling Internet pioneer that remains a household name. Yahoo CEO Carol Bartz, though, has shown little interest in working with AOL.

AOL had just a 5.3 percent share of the U.S. display advertising revenue in 2010, down from 6.8 percent in 2009, according to eMarketer. Facebook, meanwhile, accounted for 13.6 percent of display revenue last year, up from 7.3 percent in 2009.

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