The Critical 'I'

Read. React. Repeat.

Tuesday, November 19, 2002

AOL GETS BACK TO ITS ROOTS
America Online, now a much-maligned division of parent company AOL Time Warner, is getting the royal turnaround treatment. One of AOL's native sons, Ted Leonsis, is being brought back into the fold to get that old magic back. They're definitely counting on Leonsis' mojo and something of a back-to-basics approach to revitalize what's still, by far, the largest single ISP in America.

This is just the tip of the iceberg, apparently. It appears AOL is planning to make a major shift away from its traditional advertising reliance and much more to games, auctions and other direct consumer-based services. If they're really smart, they'll get around to actually utilizing all that rich Time Warner entertainment content. Should be interesting.