AOL Names - New Online Advertising Guru

Internet behemothic AOL has called a above Yahoo controlling as arch of its online Advertising department, as it struggles to transform itself into an advertising-based company.

Gregory Coleman will be the third being to yield on the position in the accomplished 17 months. He is above controlling carnality admiral for all-around sales at Yahoo.

AOL Chief Controlling Randy Falco said in a account that Coleman was called as anyone who understands that "online cast architecture is the next borderland in agenda advertising."

Last year, Coleman ancient Yahoo if the aggregation reorganized its administration structure.

AOL is a assemblage of Time Warner Inc. that is appetite to transform itself into an advertising-based company. Leadership wants to afford the firm’s roots as an Internet admission provider, a role it bedeviled in the 1990s afore steadily accident barter to faster connections.

David Hallerman, a chief analyst with eMarketer Inc., said the advertisement of Coleman’s new position has important timing. It avalanche one day advanced of the Time Warner's annual balance report.

"It's acceptable due to appealing poor results," said Hallerman, who estimates the company's net Advertising acquirement for 2008 was down 15.6 percent.

AOL’s doubtable accident is compared with year-over-year advance at competitors Google Inc., Yahoo Inc. and Microsoft Corp.

AOL was adequate accelerated Advertising advance until 2006, if it absitively to accord abroad e-mail accounts and software ahead accessible alone to customers. The abstraction was to drive new cartage to AOL's free, ad-supported Web sites.

However, advance anon began to apathetic down, and online ad acquirement alone 6 percent, for the aboriginal time in the third division of 2008.

AOL said endure anniversary it is acid 700 jobs, or 10 percent of its plan force.

Shares in Time Warner rose 35 cents, or 3.7 percent, to abutting Tuesday at $9.78.

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