Comments on: AOL Automates Its Story Factory. Does That Kill an Associated Content Deal?

By: Media Talk USA: Google, Murdoch and Oprah | Richard Hartley

Media Talk USA: Google, Murdoch and Oprah | Richard Hartley — Thu, 06 Oct 2011 15:14:19 +0000

[...] we get reaction from web queen Arianna Huffington, creator of the Huffington Post.Plus, we examine AOL's plans to introduce automated editing.And, Oprah Winfrey confirms that she is heading to cable while Howard Stern may be heading to the [...]

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lacoste polo shirts — Sun, 08 May 2011 18:53:00 +0000

it makes sense given armstrong’s long tenure there.

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discount lacoste shirts — Sat, 30 Apr 2011 16:20:00 +0000

why does aol’s plan also sounds very similar to associated content??

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lacoste shirt — Wed, 20 Apr 2011 05:13:00 +0000

here are plenty of other stories that will go unassigned without a computer’s help

By: Yahoo Snaps Up Associated Content for $90 Million to Counter AOL and Demand Media | Kara Swisher | BoomTown | AllThingsD

Tue, 18 May 2010 20:06:18 +0000

[...] both companies bristle when you compare the two. It’s also thematically related to AOL CEO Tim Armstrong’s push to automate the production of content at that [...]

By: Left At the Altar By AOL, Associated Content Hires Allen | Peter Kafka | MediaMemo | AllThingsD

Thu, 25 Feb 2010 21:32:07 +0000

[...] though both companies bristle when you compare the two. It’s also thematically similar to AOL CEO Tim Armstrong’s push to automate the production of content at that [...]

By: AOL’s Ad Challenge, Explained | Peter Kafka | MediaMemo | AllThingsD

Mon, 04 Jan 2010 15:57:13 +0000

[...] away at his cost base, through buyouts, layoffs and asset sales. And then there’s the whole automated content plan, whatever that actually [...]

By: Is Content on the Web Missing A Soul? – 5 Ways to Get It Back « Grow Your Venture – Execution Style

Fri, 18 Dec 2009 15:45:33 +0000

[...] Posted December 17, 2009 Filed under: Content Strategy | The rise of content factories like Associated Content and now AOL are scaring the crap out of those trying to eke out a living through the written word. Having [...]

By: Will New York Times Vet Saul Hansell Run AOL’s New Robot Factory, Or Something Less Ominous? Let’s Ask Him. | Peter Kafka | MediaMemo | AllThingsD

Fri, 11 Dec 2009 17:22:14 +0000

[...] switched into reverse, when AOL announced it would need to shed a third of its staff. Meanwhile, AOL’s plans to inject automation into its content factory freaked out both employees and [...]

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By: Daily Digest for December 1st « My Blog

Daily Digest for December 1st « My Blog — Tue, 01 Dec 2009 16:31:56 +0000

[...] Shared AOL Automates Its Story Factory. Does that Kill an Associated Content Deal?. [...]

By: A Photo Editor - AOL to Automate Some Content Selection, Editing

A Photo Editor - AOL to Automate Some Content Selection, Editing — Tue, 01 Dec 2009 16:10:11 +0000

[...] via Peter Kafka | MediaMemo | AllThingsD. [...]

By: TechKive » Blog Archive » AOL Automates Its Story Factory. Does that Kill an Associated Content Deal? [MediaMemo]

Tue, 01 Dec 2009 07:31:41 +0000

[...] this link: AOL Automates Its Story Factory. Does that Kill an Associated Content Deal? [MediaMemo] Share and [...]

By: Jonathan Marcus

Jonathan Marcus — Mon, 30 Nov 2009 20:05:33 +0000

Have you ever read one of these automagically created stories in the wild, Peter? Something doesn’t exactly add up here. Both AC and Demand seem to be trying to thread an exceptionally thin value proposition.

By: Peter Hershberg

Peter Hershberg — Mon, 30 Nov 2009 18:13:51 +0000

There is clearly some overlap between AOL’s proposed new content creation system and the process Associated Content uses, but I view them as being more complementary than competitive. AOL has stated that it’s going to leverage data to understand what consumers are most interested in at a particular moment in time so that it can quickly produce content that is specific to those topics. This approach will undoubtedly provide AOL with an opportunity to capture — and ideally monetize — what are sometimes massive bursts of traffic. That said, they are typically short-lived — millions of people may have been searching about a crib recall last week, but I don’t imagine there’s nearly as much activity around that topic today and there will be even less 6 months or a year from now. The opportunity for both AOL and an advertiser interested in being affiliated with related content has pretty much passed.

While Associated Content focuses on producing stories related to real world events to an extent as well, I think the real value in its service lies in its ability to produce “evergreen” content around topics like “Make Money with Your Music” and “Replacing a Water Heater”. It’s obviously unlikely that either one of stories will generate significant traffic on its own, but by aggregating a massive number of similar/related stories together, AC can create enough inventory to be interesting to an advertiser. Additionally, the types of stories AC typically produces have consistent traffic associated with them and represent an ongoing opportunity for both publishers and advertisers – particularly if AC can continue to curate the content it develops over time.

If I were to look at both companies through the lens of search, I’d say that AOL aspires to be the paid search of content production (immediate firehose of traffic) while Associated Content is its SEO counterpart (traffic in perpetuity).