...two new divisions: People Networks and MediaGlow.

The People Networks division is pretty straight forward. Its primary focus will be AOLs media properties Bebo and AOL Instant Messenger (does anyone still use a single IM client?).

AdWeek reports that the MediaGlow division will focus on the niche properties that AOL owns, like AOL Health and TMZ. AOL claims that these sites are what set them apart from their rivals Yahoo and MSN. I suppose they gave up on trying to catch Google.

EVP, and now MediaGlow President, Bill Wilson says:

Were not counting on our portal to drive traffic. Thats such a difference from where we sat three years ago. Were really focusing on editorial voice . . . and we are focused on creating as many relevant starting points as possible. Others have different plans.

Wilson claims AOL is reinventing itself. It is great to see that they are finally taking some initiative to change things around. They are barely holding on to any search market share, so it is time for them to step things up.

Just a few weeks ago AOL launched AOL Music, their first site for the open web direction MediaGlow is taking them. Were really leaning into the fragmentation of the Web very aggressively. Clearly we are doubling down here. This is a reinvention of AOL. Its a transformation of the company, Wilson said.

What do you think of the direction AOL is headed? Is it the right move?

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