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In a bid to remain relevant, AOL on Wednesday is unveiling a new home page as well as a slew of Web sites aimed at women, pop-culture addicts and parents of gamers. The revamped AOL.com will for the first time let visitors access email accounts from outside providers like Google and Yahoo and will include updates from major social-networking sites and automatically personalize content for users.
Analytics for most of our sites still show AOL as being the top five search engine and top ten referring domains.
I think them remaining relevant is important to us.
they still have millions of subscribers and a lot of them still think AOL is the internet
Of course - we also get reasonable traffic - but that quote makes me laugh because it sums it all up in a nutshell!
I am not convinced of where their current strategy is going... they have added content, changed designs and completely dumped the AOL brand on some new sites because they have admitted it is not cool enough, and gained, yes gained traffic - in some cases 300% more traffic - yet their advertising rev still falls short...
read on that article :
advertising growth at AOL stalled at 1.5% in the second quarter
Says it all for a general increase in ad spend of 20% in the same quarter.
I am sure things would be different if they didn't have the TW moniker around their necks... but as is it's all very well adding female content and parents of gamer content but unless they can increase users clicking on PPC and Visual ads, they are going no where fast and will slowly lose market share now that all the changes over time become old hat and users move on as they get more savvy....
If this happens then someone else will fill their boots.
We don't see oustanding ROI or Bounce figures from AOL traffic - in fact quite the opposite across many verticals, but that article is right - remaining relevant and getting their ads right is now key to AOL success
So when you say
remaining relevant is important to us
to a certain extent yes I agree - but there's plenty more sites that will be able to provide good converting traffic if AOL should disappear - so I am not going to overly worry.