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20 January 2007



Actually, they were not closed because they don't make money--that's just wrong. These blogs are all break-even or profitable. I think the issue is (and I'm not there any more) that smaller blogs keep you from focusing on the bigger ones. Bigger ones run at huge margins and they have a ton of growth left in them.

So, for a company like AOL it just makes better sense to focus on making Cinemtial, TVSquad, Autoblog, Joystiq, Engadget, etc. really, really HUGE.

Before I left in November I had worked with my team over there to *consolidate* about 20-30 niche blogs into the bigger ones--so this really has nothing to do with budget cuts or AOL not getting it. This is a very smart move.

Jim Benson

Thanks Jason, that's a bit of info I didn't have.

A move to consolidate overlapping blogs may be a good move.

I wonder, though, about overconsolidation of dozens of blogs into six or so. Does that have an impact on the information provided?

Does it make them less "bloggy" and more "magaziney"? And is it necessary to outright remove the smaller blogs to make the bigger ones bigger?

The answer to these questions may well be yes. After all, one of my big issues with Yahoo has been my perception of their lack of cohesion and focus. This could be AOL focusing.

But, it still seems to me the need to consolidate those blogs was to get blogging to scale better for the large organization. To make them "really big". In other words, to take them out of the tail and put them in the head.

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