According to ConservativeHome's Tim Montgomerie the blog will aim for big audiences in Britain and America.
He writes: "The new site will include powerful US commentary so that the Mail can tap into the lucrative advertising market on the other side of the Atlantic.
"Mr Heffer won't be neglecting Britain, however, and that should worry at least two groups of people. Mr Heffer will be aiming to challenge the dominance of the hugely successful Telegraph group of blogs and he's in the process of poaching some of that group's biggest names. He'll also be gunning for the Cameroons. His regular broadsides against everything that emanates from Number 10 are set to resume - probably early next month but certainly in time for the party conference season."
- Guido Fawkes has already christened the new operation the “Heffington Post“.