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November 16, 2006
Welcome Randy
To: AOL CEO, Randy Falco
From: Charlie Warner
Welcome to AOL as CEO, Randy. You should do well, because AOL needs you. I hope you do what Mel Karmazin did at Sirius Satellite Radio and shore up the sales operation.
I think the AOL product is pretty good, so don't spend too much time on that. And don't get too involved with technology--let the experts fool with that. AOL is not a technology company, it is a media company, and media companies are propelled by advertising, so concentrate on advertising. That's where your greatest strengths are and where AOL is weakest, so ad sales becomes your biggest opportunity.
I hope you will cut some fat off the sales team and get rid of the awful mentality of hiring your buddies, particularly old pals from the print world.
I also believe that AOL sales has suffered a great deal in the past from a magazine sales mentality (and we know where magazines are heading, although they are like rats--hard to get rid of). AOL is big time--it rivlas the TV networks in audience. You know how to sell TV; teach AOL how to use TV sales techniques and pricing models, and get rid of people who resist you. Good luck.
Posted by Charles Warner at November 16, 2006 09:47 AM
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