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
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. ...