Online newspaper Huffington Post keeps moving forward

The Huffington Post, the online newspaper and aggregated blog that was founded by Arianna Huffington in May 2005 claims to have reached 40 million unique visitors a month. This will be another blow to established newspapers of which some are struggling to make their online presence competitive. The Huffpo, as the website has been dubbed, has over 3.000 contributors including some of the biggest names in politics and economy. Some argue that the number may be lower than the Huffpo’s numbers suggest:

That’s per Huffpo’s own numbers, served up by Google Analytics (GOOG). And as usual, outside auditors provide a different number. ComScore’s (SCOR) January numbers put the site at 26.4 million unique visitors (see breakdown at bottom of this post). But no matter how you count it, there’s now a really, really big audience for a site the smart set derided as a vanity project for Arianna Huffington when it launched in 2005. via Huffington Post Reports 40 Million Monthly Visitors | Peter Kafka | MediaMemo | AllThingsD.

In separate news, Arianna Huffington introduced her concept of  “4E’s” — engagement, enthusiasm, empathy and energy — needed to tap into the zeitgeist of the digital era that’s transforming the content business.