Marketing Strategies in Early Internet Service

Originally published August 2014

Jan Brandt is a legend in the world of marketing. She singlehandedly led the famous AOL "carpet-bombing" campaign that put millions of AOL trial discs and CDs in everything from magazines to popcorn boxes to banks. AOL was able to leap to the front of the online pack, over competitors like CompuServe and Prodigy largely on the success of this campaign. Jan tells us how this strategy developed, the thinking that went into it and goes into great detail about what worked and what didn't. But she was also a very early AOL executive, so she is able to give us some fantastic background about AOL the company: its culture, its people and its visionaries–people like Steve Case. She takes us from AOL's beginnings, through its considerable growing pains (remember "America On Hold?") its rise to dominance in the dot-com era, and even gives us her perspective on the legacy of the AOL/Time Warner merger.

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