Will AOL’s Ubiquity Save The Day for it?

So believes Richard Parson, CEO of Time Warner, as he spoke at the Q4 earnings conference call today…Asked by Wall Street analysts about the profitability of recent AOL marketing expenditures, Parsons said it is important to understand America Online’s overall need to maintain a major presence in the marketplace. Some of that, he said, cannot be measured simply.

“One real value of AOL is it is ubiquitous,” Parsons said. “Everyone who participates in the online world has to have a sense that this is the place to be. That creates a draw for more people to come. The concept of advertising is not just moving this banana off the shelf today, but creating ubiquity of the service. It is not as simple a proposition as to say, ‘What did this particular ad dollar produce in terms of a new subscriber,’ but it all holds together.”

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