America Online, Dulles, Va., outlined its fall branding plans in broad strokes Monday during a conference call celebrating the service's first $1 billion year and its move from the NASDAQ exchange to the New York Stock Exchange. The service is adding new customer service features, including an AOL guarantee of secure transactions and a certified merchants program. It's also developing technology to let users restrict the amount of advertising they see. "Those options are in development now," said Myer Berlow, VP-national accounts. "We're committed to not bombarding our customers right now." On the interactive advertising front, AOL signed $27 million in new advertising for its 1997 fiscal year in the past 45 days, according to Mr. Berlow..
Copyright September 1996 Crain Communications Inc.