AOL rebranding, looming layoffs and not a lot of love
ADOTAS — Is Tim Armstrong just rearranging the deck chairs on the Titanic?
The AOL boss announced the re-branding of Platform A as AOL Advertising and MediaGlow as AOL Media but also told employees that another round of layoffs could come down in the next 60 days. The company laid off 10 percent of its workforce – or 700 people – earlier this year. It also eliminated merit pay increases in 2009. AOL also cut about 2,000 jobs in 2007.
Armstrong wants to focus on combining specialized content and display advertising, he plans to make AOL appealing to large consumer products companies with big marketing budgets like Procter & Gamble. He said he was working on financial plans for AOL and that the number of potential layoffs would depend on how those plans work out.
But will any of this actually work? The New York Times’ Saul Hansell did an interesting (and for AOLers, slightly depressing) story, with a quote retrospective, on the “bravado” of AOL. He noted the overall theme of every managment team: “the attempt to exploit the prominence of the AOL brand, the quest for the sort of content that will lure customers, the challenges of rapid growth and then drastic contraction.”
What’s really interesting is the comment section that lean heavily against AOL. The overall feeling, “AOL still exists? Why?.”
Reader Comments.
hey my grandma loves AOL! wht dont they change the name to AOLAARP?
I was an AOL bonded nutcase until they killed the MLM forums and moderators. My Forum on MLM and how to fight Scams was bringing 2000 visitors a day to my http://www.mlmwatchdog.com forum. AOL killed off the MLM moderators because they did not want to pay them.
Rod Cook
http://www.mlmwatchdog.com
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