The filing comes a day after the splashy launch of a new $300 million-plus marketing campaign designed to pitch AOL as an "Internet online service" designed for both new and sophisticated users. Agency is TBWA Chiat/Day, New York.
AOL currently has 6 million subscribers but has had a growing problem with turnover as new users try the service and then drop it after the free trial period ends. A portion of AOL's new marketing campaign is designed to counter that churn problem.
Copyright October 1996 Crain Communications Inc.