AOL had agreed to purchase The Huffington Post for an amount of three hundred and fifteen million dollars and the firm had put what appeared to be a significant premium on the ability to attract and build a community of readers.

It is true that with more and more advertising dollars flowing to the Web and to mobile devices, demand for popular and productive online content producers like The Huffington Post, is rising. The market of online advertising will see a growth of fourteen percent to $51.9 billion, this year, as stated by the research firm Borrell Associates.

If the growth is of that kind then the deal for The Huffington Post will raise the restriction for other independent online media firms whose audiences have grown with the help of social media platforms like Facebook and Twitter.

Now the market is speculating that what price can be pocketed by firms that are interested if they go on the block.

Gawker Media is one of the biggest which is a home to a collection of popular sites, like its flagship property and technology blog, Gizmodo, which draws about nineteen million users a month. Another site called comScore. Glam Media, a group of beauty and fashion sites geared toward women, reported of attracting 87.8 million visitors per month.

The three-year-old Business Insider, something similar to a business version of The Huffington Post, with its mix of breaking original content and aggregation, attracts three and a half million visitors a month, stated comScore.

Firms like Yahoo and AOL have been hanging around always for content providers.

At present, the macroeconomic turnaround and the explosive growth in mobile, is causing Internet companies to enhance their investments and the question lies in the types of content they should have, stated an analyst with Macquarie Securities, Ben Schachter,. Companies like AOL and Yahoo arte constantly fighting to make them relevant.