AOL’s content strategy – will it work?

AOL’s content strategy is a mix of quantity and quality. We previously posted on how AOL plans to churn out gobs of content to compete with the likes of Demand Media. AOL also has it’s huge flagship site, which it uses to push traffic to its popular niche sites like Asylum and Engadget.

I like the strategy, as they have a good chance of competing for premium ads on their network of quality sites, and they can also make money with the shotgun approach as well. Will it work with their cost structure? Who knows. They’re slashing costs and closing offices, so they seem to have the right idea.

Regarding their prospects, one thing I won’t do is pay much attentions to analysts like Roger Kay.

Tech industry analyst Roger Kay gave Armstrong and the company a mixed report card. “I’ve got to give him some credit for doing as well as he did,” Kay said.

Still, Kay was skeptical of AOL’s new strategy as a Web publisher, given that the company never benefited from its years as a part of Time Warner, a company with ample supplies on the content front. “They couldn’t get content from a professional provider; now they’re going to do that on their own? I’d say the odds are against them.”

Really? Let’s be clear – Time Warner knew practically nothing about how to create content for the web. If you needed movies or magazines, Time Warner was the gold standard, but when it came to the web they were like most other old media companies – clueless. So, AOL’s history with Time Warner is not at all relevant.

  

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