AOL courts the at-work crowd

Gilbert, Jennifer
March 2000
Advertising Age;3/13/2000, Vol. 71 Issue 11, p56
Trade Publication
This article reports on the redesign of the Netscape Netcenter web portal by America Online (AOL) as of March 2000. AOL, making a play in the business market, is recasting Netscape Netcenter as a business professional's portal and moving to integrate Time Warner content into the site. The restaging comes a year after AOL bought Netscape Communications Corp. and months before AOL completes its takeover of Time Warner. To promote Netcenter and a new version of Netscape's browser due in April 2000, Netscape has earmarked an undisclosed advertising budget for a campaign that will include television, print and online advertisements, said John Heins, vice president of sales and international operations at Netscape. Gotham, the agency that handles some of the offline advertising of AOL, will likely handle the Netscape campaign.


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