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Advertising Age Article Abstract

AOL's Attempt to Spruce Up Its Sites Washes Away Ad Revenue

Ad Impressions Drop, but So Do Page Views, in Tough Slog to Improve Business

By: Edmund Lee
Published: November 08, 2010

NEW YORK (AdAge.com) -- It's going to get worse before it gets better. Anyone looking for a glimmer of turnaround won't find much in the numbers. Early in the year AOL started cutting back ads in a bid to improve the user experience. But that spring cleaning has stretched into fall -- it's been cutting down ads, sprucing up content and hacking away at operating costs, all of which has had the two-pronged effect of lowering expenses as well as lowering income. ...

Full Article Word count: 745

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