AOL to Bow

Looking to capitalize on the continued wave of heavy interest in American politics, AOL on Monday will launch, a content site featuring a mix of political news, analysis and commentary–with a distinct emphasis on longer-form journalism.
The site, the latest product of AOL’s MediaGlow division, has lined up a slew of veteran reporters from the newspaper world, including former New York Times Washington Correspondent Melinda Henneberger, who will serve as editor in chief.  and. Other staffers include former USA Today columnist and Salon Washington bureau chief Walter Shapiro, USA Today and Associated Press veteran Jill Lawrence, and political blogger and Chicago Sun-Times Washington Bureau chief Lynn Sweet.
Besides news and features, the new site launches with several daily blogs, including Woman Up, which features opinions from a collection of female writers, and the youth-oriented The Cram, which is being produced in conjunction with MTVu. is the latest example of AOL’s renewed commitment to original content–often produced by traditional journalists. Just recently the company debuted the similarly-designed, which covers Wall Street and the stock market.
But with PoliticsDaily, AOL is entering a fiercely competitive space. Since the 2008 presidential brought more attention to all things D.C., news sites such as and Yahoo News have drawn record audiences, while more narrowly0targeted sites like HuffingtonPost and Politico have emerged as mainstays for political junkies.
However, AOL sees an opening for a site that can help users sift through all this content. “As the political world has increasingly moved online, voters need a single resource to gather information in a complete and concise manner. said Marty Moe, senior vp, MediaGlow. “We analyzed the current online political landscape and felt there was a need to deliver old school political journalism in a sustainable format and in an engaging, informative and timely fashion to give the public a chance to participate in and share in political discourse.”

Publish date: April 27, 2009 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT