Armstrong Reinforces AOL's Focus on Quality Content

  |  May 25, 2010   |  Comments

CEO Tim Armstrong discusses AOL's content strategy and its reasons for parting with Bebo.

AOL now has a "specific and precise" strategy for its business, and its staff is "sick of losing," according to the company's CEO, Tim Armstrong. Speaking at Techcrunch's Disrupt conference in NYC this morning, Armstrong said AOL "plans to be the largest high quality content producer for digital media," and dismissed suggestions it was simply building a "content factory."

"We see content as a way to fund our properties and others we partner with," Armstrong said. "We think about how to create the world's best content and have a deep strategy around that area. The world doesn't need more low quality content," he added, following questioning from Techcrunch editor Mike Arrington on the emergence of "content farms" such as Demand Media.

Armstrong said the company was no longer using its own past as a barometer for success, but that its focus is now on "beating the Internet" in terms of its performance versus competitors. "Beat the Internet applies to every corporate side of AOL," Armstrong said.

Regarding Bebo - the struggling social network the company acquired for $850 million and intends to sell or close by the end of the week - Armstrong said no decisions had been made, and that the review process was still underway. He admitted, however, that only engineering staff had been working on the site for the past year, and described it as "a major distraction" when he arrived at the company. "Maybe the company bought it for good reasons, but the execution part of it seemed to fall apart. We had to make a strategic decision and Bebo did not fit into that strategy," he said.

Finally, responding to questioning on whether AOL is simply a "mini Yahoo" Armstrong said if that term refers to his company's "clearly defined" strategy, then he would take it as a compliment. He added, however, that he viewed AOL as "head-to-head competitive" with a lot of big brands in the space. "Call and ask 20 of our customers and I think they'd agree," he said.

ClickZ Live New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

WEBINARS

Jobs

    • SEO Specialist
      SEO Specialist (Bankrate.com) - New YorkBankrate, Inc. operates a network of personal finance related web sites for consumers.  Our sites provide...
    • Search Manager
      Search Manager (LOYAL3) - San FranciscoThe Role: We are looking for a bright, driven and personable performance-based marketer to join LOYAL3’...
    • Product Manager - Contract position
      Product Manager - Contract position (Wiley Publishing) - HobokenThis position can be located in either Hoboken, NJ or Indianapolis, IN. We are...