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Technology Stocks : America On-Line (AOL)
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To: jhg_in_kc who wrote (5476)2/22/1999 8:05:00 PM
From: RTev  Read Replies (2) of 41369
 
On AOL diversification:

One way to look at it is that AOL uses its brand in a way similar to what Disney does in movies. Even though they are the largest studio in Hollywood (most years), you see their name on only a few movies that target a small and specific audience. AOL actually gets a bigger relative audience than "Walt Disney Presents", but the basics are the same. ICQ is the "Hollywood Pictures" of AOL and Netcenter its "Touchstone".

Other web content providers seem to be engaged in an opposite strategy. Disney itself is consolidating its considerable properties under the "Go.com" label. In its strategy-of-the-week way, Microsoft is putting "msn.com" on almost all of its properties. TimeWarner (to take a non-portal example) seems to be in-between on the strategy. They've avoided the single-name ploy, but make the Time Inc. and CNN sites well interconnected. Warner Bros. sites remain wholly independent, however.
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