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Is AOL Insane?

Rick Aristotle Munarriz
February 2, 2011

Content is king at AOL (NYSE: AOL  ) , but it may be a demented monarchy. has unearthed a presentation that the meandering dot-com giant is reportedly using to train its editorial ranks. AOL intends to dramatically ramp up its content this quarter, but it will be easier said than done.

Starting with a baseline of 33,661 monthly articles generating a median of 1,512 in page views, CEO Tim Armstrong is aiming for a run-rate of 55,000 monthly content pieces by the end of the quarter.

That goal is obviously doable. Content mills Demand Media (NYSE: DMD  ) , Yahoo!'s (Nasdaq: YHOO  ) Associated Content, and even AOL's own Seed and prove that quantity isn't an obstacle in a world of unlimited freelancers looking for work.

It's actually the rest of the goals that seem unreasonable. AOL wants to bump up its media page views per article to 7,000. It also wants to go from incorporating video in 4% of its stories to more