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 San Francisco Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! (August 10-12) Educating marketers for over 15 years, we return to San Francisco this August with our action-packed, educationally-focused agenda that will cover every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! 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

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...
  • Online Marketing Analyst
    Online Marketing Analyst (FULLBEAUTY Brands ) - New YorkINTRODUCTION: Are you interested in a unique career opportunity where you can represent...
  • Copy Editor
    Copy Editor (ClickZ / Search Engine Watch) - New YorkROLE OVERVIEW The role of the copy editor for ClickZ has many demands. Ultimately, the copy...