The Huffington Post has added another section to its seemingly endless list of sections. The new one is all about Oprah Winfrey and her Oprah Winfrey Network (OWN).

Winfrey writes in a column celebrating the launch:

Understanding that we are all more powerful than we know — that we are all connected to something bigger than ourselves — is the real conversation I want to have. In many ways, it is the only conversation, I believe, truly worth having. So let’s continue this conversation together here at the OWN section of The Huffington Post.

In short:  Winfrey needed to do something big to promote OWN, which has suffered in ratings since it started in January last year. There’s no bigger way to promote than with your own HuffPost vertical.

Arianna Huffington, the site’s editor, wrote about the partnership in a separate column: “… I’m delighted that, starting today, we’re partnering with the Oprah Winfrey Network to bring some of Oprah’s best content to the HuffPost platform — a platform that just received its 200,000,000th comment. On the new HuffPost OWN section, we’ll be working to enlarge and deepen the conversation on, as Oprah puts it, living our best lives.”