Why AOL Was So Desperate to Hook Up with Huffington Post

When AOL Chief Executive Officer Tim Armstrong announced the $315 million acquisition of The Huffington Post several weeks ago, he made the deal sound like a nice strategic add-on for the former Web portal's content business—an expansion of the successful branded-media strategy the company has been rolling out for the past year. In reality, however, buying Huffington Post was something AOL (AOL) had to do, because traffic has been plummeting and losses increasing at most of its major media properties, including the ones it has been banking on to help create a future for the company.

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