Advertising Slump Curbs AOL Ambitions

12 September 2008

NEW YORK: AOL, the online division of US media titan Time Warner, is struggling to make significant headway in its attempts to transform itself into a successful advertising-supported web portal.

The nation's general economic slump is reflected in falling ad sales, particularly in the automotive, financial, telecommunications and travel categories, says TW cfo John Martin, and prospects for the second half of the year are no rosier.

AOL has been the subject of much agonizing within TW's corridors of power recently, namely how it can be off-loaded with least financial discomfort.

According to Martin, that debate continues to "evaluate whether there's something that could be done with AOL".

Data sourced from Wall Street Journal Online; additional content by WARC staff