HuffPo’s business strategy is similarly globally minded. The Huffington Post launched its first international edition, HuffPost Canada, in 2011, and has since then expanded its footprint to 13 other markets — including France, Japan, Brazil and, mostly recently, Australia. It is now planning an expansion into China.
Getting all that done in four years has been no easy task, but The Huffington Post has learned a lot since its initial move up north. “One thing that I’ve come to understand is that every single market is seeing many of the same trends in things like programmatic, mobile, social and video. The difference is that they’re just at different schedules,” said general manager of international Koda Wang.
Wang spoke to Digiday about how The Huffington Post approaches new markets, how it adapts its formula for each new country, and why expanding from the U.S. to the U.K. is more complicated than publishers initially think.
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