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Why Cant Aol Be Fixed

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by Kevin Maney
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Aug 14 2007 12:00am EDT

Why Can't AOL Be Fixed?

AOL seems to be in some kind of a no-win spiral. It is the one-time superstar of online access, but in the 2000s has become the silly old-timer to spunky relative newcomers like Google and Yahoo. AOL has tried changing CEOs, changing strategies. It has actually done a lot of interesting things -- its phone service and In2TV, for instance -- yet rarely seems to get much credit.

Today, the University of Michigan released data from its American Consumer Satisfaction Index. Google and Yahoo are about even, getting scores of 78 and 79, respectively. Way down the list -- barely above government agencies such as the IRS -- sits AOL, with a score of 67.

It's not as if old Web properties can't be turned around. The survey also shows that Ask.com -- the one-time Ask Jeeves -- rose nearly 6% in the ratings to 75 points.

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