Monday, September 29, 2008

AOL Launches New Lifestyle and Pop Culture Sites; AOL Programming Hits Record Traffic Numbers in August

AOL Launches New Lifestyle and Pop Culture Sites; AOL Programming Hits
Record Traffic Numbers in August

Business Wire via NewsEdge :

Online Writers/Business Editors

NEW YORK--(BUSINESS WIRE)--September 25, 2008--AOL announced the launch
of two new specialty sites, Lemondrop,, which
covers women's lifestyle, and PopEater,, which
focuses on pop culture. The new sites continue AOL's efforts to launch
experiences targeted at specific audiences. Both sites provide consumers
a forum to interact and engage in a fun and entertaining format about
lifestyle and pop culture features. In addition, AOL announced that
unique visitors and page views for its programming sites grew in August,
the nineteenth consecutive month of growth. Unique visitors climbed 5%
year-over-year in August, page views climbed more than 100%, and time
spent climbed 49%, according to the August 2008 comScore Media Metrix

The new sites are supported by AOL's digital advertising business,
Platform-A,, which will identify key
opportunities for advertisers and provide relevant display advertising
and content-targeted links on the sites.

"As people change the way they use the Internet, we are continually
looking to offer more relevant content that targets people's passion
points," said Bill Wilson, Executive Vice President, AOL Programming.
"The new sites provide comprehensive engaging and interactive
experiences and offer a place for consumers and advertisers to connect
with programming that is truly dynamic. In addition, our continued
growth in traffic and engagement show that this approach is resonating
with online consumers."

Lemondrop is a women's lifestyle site for the 18-34 year old woman that
takes an informed, irreverent look at a range of lifestyle topics: news,
relationships, fashion, pop culture, politics, shopping, humor and water
cooler discussions of the day. The site informs, entertains and creates
a community around weird news, snacks, dating tips, cool products and
more. In addition to exclusive content, Lemondrop curates the best of
the Web in the rapid-fire, conversational style of today's twenty- and
thirty-something women and invites readers to join in the conversation
with their own perspectives. The site builds on the success of AOL's
men's site, Asylum,, which launched in December 2007
and has already grown to be the No. 1 men's lifestyle site in the U.S.
with more than 4.1 million unique visitors in August.*

PopEater is focused on pop culture and is AOL's central location for
entertainment news, where the day's hottest entertainment stories,
gossip items, celebrity photos and Hollywood trends are brought to life
in an interactive experience. Previously, solely focused on
pop music, but AOL has expanded the site to include all of AOL News',, entertainment coverage. With polls, videos, photos,
compelling galleries and many other features and franchises, PopEater
takes a snapshot of how the big story is evolving across the Web while
offering pop culture enthusiasts a chance to react along with it.

Since last year, AOL has launched over 20 specialty sites, including,,,,,, and

Many of AOL's programming sites are in the top three of their categories
for unique visitors, according to August 2008 comScore Media Metrix.
Asylum,, Black Voices,, Music,, and StyleList,, are all No.
1. Horoscopes,, Latino,,
Money & Finance,, Moviefone,,
and Television,, are in the top two. Living,, and TMZ,, are in the top three.**
In terms of page views, Money & Finance, Health,,
Asylum and StyleList are number one in their categories, while Living,
Moviefone, Music, Black Voices and TMZ are number two, and Television
and AOL Latino are number three.

* comScore Media Metrix, August 2008.

** comScore categories Black Voices, Horoscopes, Latino, StyleList and
Asylum are custom built based on a self selected competitor list.

About AOL

AOL is a global Web services company that operates some of the most
popular Web destinations, offers a comprehensive suite of free software
and services, runs one of the largest Internet access businesses in the
U.S. and provides a full set of advertising solutions. A majority-owned
subsidiary of Time Warner Inc., AOL LLC and its subsidiaries have
operations in the U.S., Europe, Canada and Asia. Learn more at

AOL Corporate Communications

Alysia Lew, 212-652-6376

State Keywords: New York

Industry Keywords: Women; Entertainment; Technology; Internet; Networks;
Communications; Advertising; Marketing; Online; Consumer

Source: AOL

<<Business Wire -- 09/26/08>>

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