Recode Decode: HuffPost editor in chief Lydia Polgreen (Live at Code Media 2018)

HuffPost Evolution

Lydia Polgreen discusses the strategic evolution of HuffPost following Ariana Huffington's departure. She emphasizes the importance of preserving the brand's core values, such as elevating underrepresented voices and focusing on audience engagement. A significant change was shutting down the contributor network, which previously allowed anyone to publish content on the site, to reduce confusion between user-generated content and professional journalism.

There's so much information out there, and we as a newsroom found that there was tremendous confusion about what is contributor content, what is actual journalism that's been created by the HuffPost newsroom.

--- Lydia Polgreen

This move reflects a shift towards maintaining journalistic integrity in an era of information overload 1.

   

Revenue Models

Polgreen outlines the challenges and strategies in media monetization, highlighting the reliance on advertising and subscriptions. She notes that while advertising remains a key revenue stream, the industry is exploring diverse models to supplement it. Despite the common disdain for ads, Polgreen believes in their necessity for free content, emphasizing the balance between user experience and revenue generation.

I think that, you know, as far as I know, there are basically two and a half ways to make money in media, right? You can sell advertising against the audience that you're getting. You can sell a subscription.

--- Lydia Polgreen

This reflects a broader industry trend of seeking sustainable financial models amidst changing consumer expectations 2 3.

   

Content Quality

Polgreen emphasizes HuffPost's shift from quantity to quality in content production. By commissioning and paying for high-quality pieces, HuffPost has seen a significant increase in engagement and traffic, despite producing fewer articles. This approach underscores the value of curated content over mass-produced material, leading to more meaningful audience interactions.

We're on track to exceed the total number of page views by the, as much as 25% in our first month from what we got from the contributor network.

--- Lydia Polgreen

This strategy highlights the effectiveness of investing in quality journalism to attract and retain readers 4.

   

Strategy Challenges

Polgreen discusses the complexities of defining HuffPost's content strategy across various platforms. She highlights the need for clear audience targeting and the challenges of managing multiple brands under the same corporate umbrella. The focus is on creating distinct identities for each brand to avoid overlap and maximize resource efficiency.

In any content business, you want to try and focus your efforts and remove overlap as much as possible.

--- Lydia Polgreen

This strategic clarity is crucial for HuffPost to maintain its relevance and effectiveness in a crowded media landscape 5 6.