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Behind AOL's Ad Blitz (Washington Post)

  • , Tuesday, January 27, 2004 12 AM
As 2003 drew to a close, AOL substantially increased its marketing and told Wall Street analysts of its intent to do so. Ultimately, senior officials added $49 million, or about 10 percent, to the marketing budget in the fourth quarter, opting to ship more than 125 million AOL software disks -- about 25 million more than the firm mailed and distributed free through retailers in the same period of the prior year, according to internal documents and company officials.

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