AOL To Use Search Ads to Promote Its…Search

Fun piece by Saul in the Times about how AOL is using search advertising to lure folks to its portal, where one of the key elements is, well, search. Of course, the key differentiator is going to be programming, of both varieties, and we'll see if they get that…

Fun piece by Saul in the Times about how AOL is using search advertising to lure folks to its portal, where one of the key elements is, well, search. Of course, the key differentiator is going to be programming, of both varieties, and we’ll see if they get that right…

Who loses? TV. From the piece:

AOL had initially considered spending as much as $50 million on television ads to promote the portal. But that changed after the company noticed that the biggest source of traffic to its free music site was free and paid listings on other search engines.

Author: John Battelle

A founder of NewCo (current CEO), sovrn (Chair), Federated Media, Web 2 Summit, The Industry Standard, Wired. Author, investor, board member (Acxiom, Sovrn, NewCo), bike rider, yoga practitioner.

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