AOL boss Tim Armstrong wants a lot from his bloggers. He wants pageviews per story to more than quadruple. He wants total editorial output to rise 27 percent. And he wants this all by April. Uh, sure!
Armstrong is seeking a six-fold increase in traffic, roughly speaking. Business Insider runs down the specific targets, which it obtained along with a presentation called "The AOL Way," a master plan for improving the "content generation process," aka writing blog posts and news articles.
Armstrong is frantically trying to replace AOL's modem revenue with advertising dollars, and is pushing bloggers hard, calling for median pageviews to grow to 7,000 per piece from 1,512; "pieces of content" per month to rise to 40,000 from 31,500; and cost per piece to fall to $84 from $99; all by March 30. "AOL is the most f——-up, bull—-t company on earth," one journo tells BI. Well, historically speaking, that's the real AOL way.
[Photo of Armstrong via AP]