AOL splashes out $315m on Huffington Post

AOL has agreed to acquire The Huffington Post, which has in the region of 25 million monthly users, for $315m (£195m).

AOL: acquires The Washington Post
AOL: acquires The Washington Post

In a statement, Tim Armstrong, chairman and chief executive of AOL, said: "The acquisition of The Huffington Post will create a next-generation American media company with global reach that combines content, community, and social experiences for consumers.

"Together, our companies will embrace the digital future and become a digital destination that delivers unmatched experiences for both consumers and advertisers."

Read more on Brand Republic's digital blog The Wall.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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