America Online 2009 Annual Report Download - page 9

Table of Contents
We market our offerings to advertisers on both AOL Properties and the Third Party Network under the brand "AOL Advertising." We market our
offerings to publishers on the Third Party Network under the brand "Advertising.com."
AOL Properties
AOL Media Offerings
AOL Media offerings include original content produced through our large network of content creators, which includes established journalists and other
writers, content we license from third parties and aggregations of user-generated content. Our content offerings are made available to broad audiences through
sites such as the AOL.com homepage, as well as to niche audiences on highly-targeted, branded properties, such as Asylum, Engadget and WalletPop. Over
time, to increase the flexibility and revenue generation potential of our content, we intend to create more exclusive original content and rely less on non-
exclusive third-party content. To facilitate the intake, management and publication of original content, we are moving toward utilizing publishing platforms
and content management systems that are designed to scale in a cost-effective manner in order to produce a large variety of relevant content for consumers.
We recently launched our Seed.com platform which allows writers and photographers to submit original content for our professional editors to review and
possibly publish on AOL Properties or on third party sites. Additionally, our acquisition of StudioNow, Inc. in the first quarter of 2010 provides us with a
video content management system and network of professional videographers that will allow us to increase the amount of original video we create.
AOL Media offerings include the following:
• News & Information (including Engadget, DailyFinance, AOL News, WalletPop, FanHouse and PoliticsDaily);
• Women & Lifestyle (including StyleList, Lemondrop, PawNation and ParentDish);
• Entertainment (including Moviefone, AOL Music, AOL Television and PopEater); and
• Marketplace Solutions (including AOL Autos, AOL Shopping, Tripvine and RentedSpaces).
Local
We seek to be a leading provider of local content, platforms and services covering geographic levels ranging from neighborhoods to major metropolitan
areas. We have developed and acquired a number of platforms that are designed to facilitate the aggregation, distribution and consumption of local content.
This local content includes professional editorial content, user-generated content and business listings. We anticipate providing one of the most compelling,
accessible and comprehensive local experiences on the Internet.
Historically, local "city guide" and "directory-style" sites have focused on providing information and services to larger-scale metropolitan areas, while
smaller communities and towns have been largely ignored. We believe that these smaller communities represent a significant opportunity. For small
communities, local newspapers associated with nearby metropolitan regions have been a central resource for news and events. We believe these local print
publications are currently facing significant economic challenges. In order to take advantage of these dynamics we intend to significantly invest in this area
and establish online destinations that provide comprehensive news, events and directories at the community level.
Our local offerings include the following:
• Patch, which is a community-specific news and information platform dedicated to providing comprehensive and trusted local coverage for
individual towns and communities;
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