AOL Takes Two Steps Forward, One Step Back |
Many folks probably saw the articles about AOL hosting an “Upfront” party at NYC’s Lincoln Center on April 16. Aping the shindigs traditionally held by the major television networks, AOL invited at least 500 ad buyers, and broadcast the event to more than 1,000 people in satellite parties around the country, AOL Media Networks President Mike Kelly told Advertising Age.
AOL rolled out the standard fare, including dollar-bill-shaped confetti raining from the ceiling and Mario Lopez strutting out on stage to host a live version of the portal’s quiz show “Gold Rush.”
Kudos to AOL for trying to steal some broadcast thunder (two steps forward). But why mimic a dying industry? Seems to me if you’re promoting marketing 2.0, you would trying something a bit more innovative, more along the lines of an Upfront 2.0 party. (So, one step back.)
One problem for AOL might be that its CEO Randy Falco, who is largely credited with conceiving the AOL upfront, spent years at NBC Universal.
Makes one kind of wonder how he plays out the rest of his strategy? A series of shows to pump up AOL’s Thursday night’s prime time lineup?
One positive sign Mr. Falco, or somebody close to him, does get it: AOL’s new programming is heavy on quizzes and puzzles, vs. episodic series. (So, two steps forward.)
In the end, that’s progress.
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