AOL (US)

AOL has changed almost beyond recognition over the course of two decades, not once but twice. When the original dotcom boom was at its peak in 1999, it became the first online company to cross completely into the offline world, using its sky-high stock price to buy Time Warner, becoming the world's biggest media company. AOL quickly became the scapegoat for the financial woes which followed, culminating in a record $100bn loss for 2002. The following years witnessed a dramatic slide in the online company's revenues as it struggled to transform itself from a subscription business into an advertising-funded portal. As a result it came as no surprise in 2009 when Time Warner finally confirmed that it would spin off the remaining business to shareholders. Independent once more (but for how long?), AOL has to prove its continuing relevance in a wholly transformed marketplace. It has attempted to bulk up its content with the acquisition of the Huffington Post, but revenues are still in decline, reaching a new low of $2.2bn for 2011. Tim Armstrong is CEO. Adbrands no longer offers a business profile for this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

Capsule checked 1st May 2012

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