In addition to using its content farm to generate material to wrap around these celebrity sites, AOL also used its own internal research to decide which celebrities to approach. According to The Hollywood Reporter piece, the company only took its “Planet Heidi” idea to the supermodel after its algorithmically-generated “quality score” showed that Klum was influential on topics like parenting, fashion and style — all of which appeal to the female demographic that Armstrong wants to focus AOL’s content on — and after Johnson & Johnson and Procter & Gamble had signed on.
Tim Armstrong Is Betting AOL’s Future on Hollywood: Tech News and Analysis «