LyrArc Article Gist
The old online websites AOL and Yahoo are going through a transformation. Yahoo finalized an agreement to merge its web-search with Microsoft and much of their advertising busiesses. This leaves Yahoo with its popular finance, sports and news websites which are cheap to run as they are mostly aggregators of other websites' content with little that is Yahoo's own content. Yahoo's plan is to expand its audience , especially in develpoing countries where internet use is growing fast, and to package that audience in ways attractive to advertisers. In October 2009, according to comScore market research firm Yahoo had 158 millon visitors in America, and AOL had 98 millon. Yahoo! Mail has 106 million users monthly worldwide, AOL's email service has 336 million. The difference strategy pursued by Armstrong who is new CEO at AOL is to focus on creating new content. AOL is running about 80 websites covering everything from fashion (stylelist.com) and country music (theboot.com) to local news (patch.com). And has launched a website called seed.com to get people to contribute content. In this way it has about 3500 journalists on its payroll, some 500 of them work full-time. Armstrong thinks advertisers will pay a premium to appear next to this original niche site and home-made content. So far advertising has held up in this severe downturn, with online display advertising -the banners and boxes that show up on websites- at about $3.8 billion in the first half of 2009 in America, according to Interactive Advertising Bureau.