AOL in new broadband push

AOL in new broadband push: America Online outlined plans Monday for its first major online advertising effort this year in an effort to persuade broadband users to become AOL subscribers. The two-month AOL for Broadband
campaign begins June 1, targeting broadband users at nytimes.com, washingtonpost.com and multimedia-intensive sites including rollingstone.com, mtv.com and abcnews.com. “The campaign is designed to persuade prospective members that a broadband connection alone is not enough,” said John Lane, vice president of online marketing. Elements of the service that will be highlighted include AOL Homework Help, Radio@AOL and parental controls. The division of Time Warner (TWX) also announced new exclusive sports content for broadband users. Roy Firestone will contribute a two-to-four minute show each week featuring interviews with athletes and comment on sports topics. AOL said its 14-month-old product for broadband has attracted 4 million users, up from the 3 million served in the fourth quarter. – Great Lakes IT Report

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