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  "docSlug": "eb305b39ce19",
  "documentTitle": "AOL, Inc. (AOL)",
  "authorId": "03_Starboard_Value",
  "authorName": "Jeffrey C. Smith",
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  "sourceTypeSlug": "activist_investor",
  "sourceTypeLabel": "Activist investor",
  "presentationDate": "2012-05-23 00:00:00",
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  "pageNumber": 35,
  "pageCount": 96,
  "prevPage": 34,
  "nextPage": 36,
  "slideType": "expose_contradiction",
  "function": "expose_contradiction",
  "density": "dense",
  "nDataPoints": 1,
  "notes": "Includes a screenshot of Google AdWords interface with specific Patch URLs circled.",
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  "slideHref": "/slides/019dd923-622b-71dc-a6d9-afa084f9cd73/35",
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      "kind": "callout",
      "text": "By using Google AdWords, a local business can place an ad on a local Patch at approximately a 95% discount to current rate card pricing.",
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      "kind": "image",
      "text": "Google AdWords interface showing managed placements for patch.com and chatsworth.patch.com",
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      "kind": "list",
      "text": "Google AdWords allows advertisers to specify on which sites they want their advertisements to appear, including placing the ad directly onto a specific local Patch.\nThis allows local businesses to pay remnant inventory prices for Patch’s ad slots.",
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      "text": "ad pricing discount: 95%",
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      "kind": "paragraph",
      "text": "We believe that Patch’s fixed cost monthly revenue pricing model does not work.",
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      "kind": "paragraph",
      "text": "Even if local businesses wanted to advertise on Patch, they could bypass Patch’s high rate card pricing by using Google AdWords.",
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      "kind": "source-note",
      "text": "(1) Based on L.E.K. Consulting analysis.",
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      "text": "Local businesses can bypass Patch’s high rate cards",
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      "name": "Cost Of Inaction",
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      "evidence": "The document highlights the costs of inaction and the need for change in AOL's operations and strategy",
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      "structure": "The Status Quo -> The Hidden Costs Accumulating -> The Future State of Inaction -> The Tipping Point",
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