AOL's Chairman and CEO Randy Falco said the company is committed to making it less messy by cutting down on the ads offered on the pages; strengthening both the user-experience and offering a more effective result for advertisers.
Ron Grant, COO of AOL concurred saying at a Goldman Sachs conference that this will be the "uncluttering of the AOL environment." Grant added that while the motivator was the experience for the consumer, it will also have an increased benefit to advertisers as well.
One of Falco's goals when he became CEO was to go through the content verticals the company has and relaunch them all. Those that have already relaunched are enjoying an increase in traffic of around 25 percent overall. Many more will be launced during the summer.
Some of the other areas Falco wants to increase effectivenes in are search, social networking, sports coverage, MapQuest and their instant messenger service (AIM).
It's amazing to see AOL, which was once considered a huge drag on Time Warner (TWX), now being considered its chief agent of growth. AOL led the company to better-than-expected earnings in the first quarter by increasing ad sales by 40 percent.
Comment Preview