AOL Strengthens Content Production Arm With MediaGlow

In a bid to expand its publishing network AOL has come up with a new business arm, referred to as “MediaGlow”, which will bring a variety of AOL’s publishing assets into one place, so as to enhance its efficiency and reach.

The step marks AOL efforts of overhauling its digital publishing operations by centralizing and expanding them, and along the same line, the company has launched the new business division.

Under this newly launched business arm, AOL is expected to bring together blog titles from its acquisition of Weblogs Inc. in 2005, along with previous AOL portals, such as AOL Sports and AOL News.

In addition, the new MediaGlow division is said to complement a couple of “core businesses” of AOL, including People Networks, AOL’s social networking arm, and Platform-A, AOL’s collection of different advertising products, encompassing both acquired and built in-house.

The division will be led by Bob Wilson, AOL’s former executive VP of programming, who quoted the significance of the new division by saying, “We are creating experiences that successfully reach key demographics and provide unique, relevant and valuable content to consumers and solutions for advertisers”

Time Warner, the parent company for AOL, has asserted that AOL seems to make losses for the final quarter of 2008, and claimed that the ongoing crunch has considerably affected ad businesses at AOL’s publishing and online modules.

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Our comments

AOL's decision to lump Weblogs and its AOL portals together shows that the beleaguered media company now has a long-term vision, even if they want to sell Mediaglow in the short term. Oh and one more thing, AOL plans to "build thousands of medium and long-tail focused automated sites." The words "Google" and "Splog" come to mind.

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