poses some very interesting challenges.
Its arrival will find a highly competitive media landscape and a very different political culture.
Quickly communicating its local position to explain to those who only know the US brand will be crucial to win over early adopters.
Watching a 21st century media brand ‘bed in’ amongst a sometimes feral and often world leading local media will be fascinating to watch.
AOL will need to take a fresh approach on the US model for it to flourish here.
The local blogging community will need to hear a very different offer than the story which has helped to tarnish the integrity of their business model.
The true test of success will be the quality of relationships they build within the UK blogging community.
Bloggers will need to be convinced they are joining something new and that their contributions will be fairly rewarded.
They will need to attract young emerging talent and make some big local hires to compete editorially.
More established brands like will take some beating on subjects which the Huff Post is most well known for.
But regardless of where you stand on the way AOL have been accused of treating their contributors, you have to admire the way the Huffington Post has successfully disrupted the traditional model of journalism.
It's a publishing experiment that has barely started.
At a time when UK media organisations are trying to reinvent themselves, the arrival of a new challenger has got to be a good thing to witness.