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Re-Branding: Oprah, HuffPo Join Forces

Two of the media world’s biggest one-woman brands have  joined forces in the interest of elevating both of their profiles—and their respective media outlets.

After some earlier announcements, the two chose today to launch “HuffPost OWN”, a co-branding project that amounts to a new section on the Huffington Post site focusing on lifestyle and personal/inspirational content drawn from Oprah’s channel, website and magazine.

Winfrey says she’s “delighted to join the conversation” and Huffington calls her new partner “made for the internet.”

The real message here? After her OWN Network suffered some disastrous ratings failures, Oprah realized that what her fans really want is her—in the flesh and ready to distribute her own well-formed brand of advice and “authenticity”. The network’s ratings began to steadily improve once Oprah realized her mistake and brought back the things her fans love: the book club, celebrity interviews, and controversial personalities like Rihanna and Kim Kardashian.

Will the venture work? As long as Oprah’s face is on the page every day, we see this as a branding win for both properties. Our only question: does the world really need more of the good doctors Oz and Phil? We hope the answer is no.

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