Прекрасный кейс про микрониши и про то, как можно строить диверсифицированный медийный бизнес. “But the real opportunity for AOL is to grab marketshare in a relatively open field, say some people close to the company. A contingent of AOL executives are said to be pushing Armstrong to embrace what I’ve heard is called the “Toyota strategy” by building and buying scores of great online media brands. AOL is the “Toyota” and the media brands are like the many car models that Toyota successfully pushes - Highlander, Camry, Pious, etc. The analogy isn’t perfect, but it gives you a good idea of how they’re thinking of organizing things.” #будущее_мидий - × × ×

“The foundation for this strategy is already firmly in place, and has been since AOL acquired Weblogs, Inc. in 2005 for $25 million or so (that was three AOL CEO’s ago, when Jonathan Miller was running things). All those great Weblogs brands have continued to grow at a breakneck pace. Sites like Engadget, TUAW and Joystiq are all great niche brands on their own. And AOL has expanded into many other sub-brands through their MediaGlow division under Bill Wilson.” - × × ×

“The plan would be to build and buy scores of new brands in every monetizable niche possible. If you see a magazine at the newsstand covering a topic, AOL will have their own online brand for that topic, in blog or other format. They’ve already got the publishing platform with MediaGlow. New brands can be inserted or built at little marginal operating cost. And the talent is out there for the taking right now.” - × × ×