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Will AOL's Acquisition Of Huffington Post Influence Affect AOL's Brand? Mad Men (And Women) Opine

Wall Street Journal, Friday, February 11, 2011 10:45 AM

The Rupert Murdoch-owned paper went to Madison Avenue to get opinions about whether the liberal position for which The Huffington Post is known will "taint the broader AOL brand." Said Catherine Warburton, EVP of national buying for Interpublic Group's Universal McCann, "All advertisers aren't open to all things."

"One of the first questions we have is, 'Does this change the editorial style of AOL?' That is something to watch for," said Christian Juhl, a president at the Publicis Groupe SA digital marketing firm Razorfish. "If that were to become the full voice of AOL editorial, then I think, yes, that would risk alienating some people." Juhl conceded that, "Clearly, she's a strong personality and brings a lot of talent with her.... It brings more vibrancy for the AOL brand again, which is a good thing."

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