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No surprise here, but AOL (NYSE: TWX) is to export its new vertical lifestyle content strategy to Europe, with recently-debuted men’s blog A…

No surprise here, but AOL (NYSE: TWX) is to export its new vertical lifestyle content strategy to Europe, with recently-debuted men’s blog Aylsum and music blog Spinner planned to launch in the UK this summer. Pretty much completing its transition from ISP to ad-funded content publisher (it sold its UK access business to Carphone Warehouse in 2006, as well as other countries), AOL is now publishing a number of focused editorial sites, also including sports blog Fanhouse and recently launched ParentDish. It recently added country music blog TheBoot and hip-hop site TheBoomBox to the lineup. AOL UK MD Michael Steckler told Media Week: “We’re really confident about where we’ll take it and believe we will have the edge over the competition.”

As AOL wrote in a US market filing Rafat found last week: “AOL believes that the ‘AOL’ brand is associated in the minds of consumers with its dial-up Internet access service, and AOL is seeking to build a portfolio of other brands, such as MapQuest and TMZ.com, that have a strong and more updated consumer association.”

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  1. AOL already operates both Asylum and Spinner in the US. Asylum has attracted four million unique users, becoming one of the most popular men's web titles in the US, while Spinner already has brand equity in the UK, having been shortlisted by NME in the magazine's best music blog award.

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    Liza

    <a href="http://www.getthatjobuk.com">get that job uk</a>

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