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  "documentTitle": "AOL, Inc. (AOL)",
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  "authorName": "Jeffrey C. Smith",
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  "presentationDate": "2012-05-23 00:00:00",
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  "notes": "Uses a bar chart to contrast 'Length of Stay' between AOL.com and pre-acquisition Huffington Post to challenge AOL's strategic rationale.",
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      "kind": "callout",
      "text": "How, then, can AOL argue that it needs to produce most of its own content to generate higher user engagement levels in order to drive Search?",
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      "kind": "callout",
      "text": "Prior to its acquisition by AOL, The Huffington Post was able to drive better engagement than AOL does today, even though it outsourced a significant portion of its content.",
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      "text": "Prior to the acquisition of The Huffington Post by AOL in March 2011, The Huffington Post outsourced a significant portion of its content production. Yet, users of The Huffington Post, prior to AOL's acquisition, actually had a higher length of stay than AOL.com does today, even though AOL produces most of its own content. The longer users stay on a website, the more engaged they are, and the more likely they may be to search.",
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      "text": "Length of Stay on Website: 7:45",
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      "kind": "paragraph",
      "text": "We believe engagement may drive search, yet owning and producing content in-house does not necessarily drive engagement.",
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      "kind": "source-note",
      "text": "(1) Compete, Inc. length of stay data for AOL.com as of March 2012 and The Huffington Post as of January 2011, the month prior to the acquisition announcement by AOL.",
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      "text": "We seriously question whether owning content actually improves Search",
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