Stoking AOL’s “Pipeline”

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USA Today reporter, Jefferson Graham, wonders if Randy Falco, a seasoned TV exec who became CEO of AOL last November, is running the once-dominant online service as a TV network?

“When we first came here, I thought this business wasn’t that different from the other businesses I’ve run,” he said in an interview with USA TODAY. “It’s a pipeline business.”
His TV experience taught him that new shows bring in new viewers and help create excitement — an approach he felt could do wonders for AOL. “We didn’t have enough great programs in the pipeline, so I spent the first months reorganizing,” he says.
Falco believes the emphasis on new programming and heavy promotion will help AOL to “become once again the pre-eminent site on the Web,” which he predicts could happen by the end of 2008.

I don’t know if Falco understands the interweb, but my guess is he knows how to sell big time advertisers expensive space on his network.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.