AOL has struck a deal with supermodel Heidi Klum and her Project Runway production company to create a new women’s lifestyle website.
The deal forms part of AOL’s drive to boost its content, having closed 20 such deals with premium content partners and digital studios in the second half of 2010 alone.
Klum and Full Picture Entertainment will devise a range of female-oriented web shows for AOL around themes including fashion, beauty, parenting, arts and crafts, and relationships.
The deal follows other recent AOL production pacts with the likes Ben Silverman’s Electus, Michael Eisner-backed Vuguru, Endemol USA.
AOL has also bought the TechCrunch network of sites, the social software start up Thing Labs,, and 5min Media, the Web’s largest video content syndication platform.
“Our objective in 2011 is to make AOL the first choice online destination for women,” said AOL chairman and CEO Tim Armstrong, adding that the arrangement with Klum demonstrated the firm’s commitment to “building high quality branded content with the best partners in the business.”
“During my 15 years in the business, I’ve received so many questions on a variety of topics from my favorite toothbrush to juggling family and a busy work schedule. I’m bringing in the experts that have helped me over the years to help inspire you!” said Klum.
“Women are looking for content that speaks to every part of their lives. Right now, advice seems so scattered online. I have created a place on AOL that’s really one-stop-shopping: for women as moms, wives, workers, friends and their most creative selves. We’re working hard to make sure you enjoy it a few months from now. Stay tuned!”