Wann die Huffington Post zu uns kommt, ist noch nicht sicher. Dass sie kommt, scheint klar. Manchem Verleger ist dagegen scheinbar noch immer nicht klar, was das Konzept der HuffPo genau bezweckt. Reflexartig wird alles mit “Aggregator” kleingeredet.
Und trotzdem tut die Huffington Post genau das, was die meisten deutschen Verlagshäuser viel Zeit, Geld und vor allem Reichweite kostet: Links setzen, wo es Sinn macht. Selbst schreiben, wo man es besser kann.
Ob auf Blogs oder andere Nachrichtenseiten verlinkt wird, ist dabei eigentlich egal. Die Huffington Post erzeugt Reichweite, weil sie nicht im klassischen Konkurrenzdenken Inhalte ausschließt. Wer gute Inhalte bietet, bekommt von der Huffington Post Leser.
Gegenüber Meedia hat Arianna Huffington den Ansatz nochmal klar gestellt:
Der Punkt ist aber: Selbst wenn ich ein unbegrenztes Budget hätte, um unendlich viele originäre Geschichten zu produzieren, würde ich immer noch andere Inhalte aggregieren. Denn es gibt ja großartige Geschichten überall. Unser Ziel ist es, unseren Lesern den Zugang zu den besten Inhalten zu verschaffen.
Das ist der Ansatz und das ist auch der Grund, warum sich die Diskussionen um den “starken deutschen Medienmarkt” selbst ad absurdum führen: Ein Konzept, wie das der Huffington Post funktioniert am besten in einem starken Markt. Je mehr gute Inhalte verfügbar – oder besser gesagt verlinkbar – sind, desto mehr kann sich die eigene Redaktion auf neue Themen konzentrieren und eigene Akzente setzen.
Arianne Huffington sieht die Chance für die Verlagspartner übrigens darin, dass sie die Huffington Post als Labor begreifen. El Pais, Le Monde und L’Espresso haben das bereits begriffen. Wer wohl der deutsche Partner wird?
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