The Huffington Post stands as a current model for gaining Web clout. Provide a platform for free blogs, get your SEO game on and send a spokesperson forth to talk shows on CNN to comment on political affairs. You don’t even have to say anything of substance; all that’s necessary is that you cheer for your team.
If the content model is built on solid ground (and gets that search engine love), with solid ground having nothing to do with quality, it’s possible someone like AOL will come along and hand over millions to get the brand as was the case with Arianna Huffington. Surely the head ‘HuffPoer’ will share the wealth with all those volunteer bloggers who helped her in her quest for millions, right?