Assuming the company still wants to buy Yahoo after a massive hack of 500 million of its email users, Verizon will own properties generating about $4.6 billion a year in digital ad dollars, according to eMarketer research. That’s still just a fraction of Facebook’s $12.1 billion and Google’s $53.1 billion.
And unlike its forecasts for Facebook and Google, eMarketer projects no growth for Verizon’s piece of the pie even while the overall pie is growing—by as much as 20% a year, based on an estimate from Pew Research…. What’s worse for Armstrong, and everyone else competing for ad dollars, is Morgan Stanley’s assertion (paywall) that 85% of every new digital ad dollar in the first quarter of 2016 went to Facebook and Google.
Since The Huffington Post was founded 11 years ago, it has become one of the biggest online media organizations, known for its all-caps headlines. In 2011, the publication was acquired by AOL for $315 million, a hefty price tag that signaled the rise of digital media.
The publication won a Pulitzer Prize in 2012 and has expanded globally in the last several years. It has a robust staff that writes original articles, but it is also known for aggressive aggregation, a practice that has at times caused tension in the media industry.
The “HuffPo” and others (many in the AOL/Verizon empire now) formed a sort of apex of blogging, akin to that big wave Hunter Thompson saw out his Vegas hotel window. We don’t really even think of “blogging” much anymore, just publishing.