
This article on the Ecommerce Journal refers to news that both ComScore Media Metrix and Nielsen Netratings, trusted stewards of such analysis, have reported growth in the AOL [wiki] MediaGlow platorm. You may remember that MediaGlow as the Content Publishing devision is one of AOL's three business pillars with Platform A being another, itself focusing on the advertising business.
Comscore cites a 5.7 billion page view figure by February 1st, representing a 21% year-on-year increase, with total minutes on the site increasing 22% to 4.2 billion. A recent report from Nielsen is also cited, reporting that the amount of time AOL users spent on its sites or applications hit its peak in February 2009, exceeding three hours and forty-five minutes. Apparently MediaGlow plans to launch 30 targeted sites this year.
With AOL's legacy dial-up and ISP subscriber base having dwindled consistently in recent years, down from a peak of approximately 30 million globally, many felt the company would struggle to maintain visitor numbers to their main portal, AOL.com. Afterall, once the subscribers who count it as their homepage depart from your once walled garden party, you need a compelling content portfolio to attract new visitors. However, we learn than page views on aol.com have increased by a healthy 5% year-on-year and unique visitors are up 6%, with the total minutes spent on the site up 32%. AOL News is particularly singled out as being the largest with 30.7 million unique visitors in February, with AOL music up 7% from a year ago on 22.2 million unique visitors.
One could be forgiven for interpreting these as positive numbers for incoming Chief Exec Tim Armstrong who, it was announced last week, will succeed Randy Falco in the post. Armstrong, 38, leaves the role of Google's President for the Americas region and was warmly welcomed at an AOL All Hands meeting at Dulles yesterday, with former yet ever symbolic AOL Execs Steve Case and Ted Leonsis.
In a related development, AOL has announced the end of their agreement with Google's DoubleClick to serve their ads and will adopt their own platform acquired under the AdTech deal.

