Tim, possibly working on "The AOL Way"

Two years into his tenure as AOL CEO, Tim Armstrong is stepping on the gas.

 

By April, he wants AOL editorial to increase its stories per month from 33,000 to 55,000.

He wants pageviews per story to jump from 1,500 to 7,000.

He wants video stories to go from being 4% of all stories produced to 70%.

He wants the percentage of stories optimized for search engines to reach 95%.

We know all this, because right now, Armstrong's lieutenants are making their way through the company's many editorial divisions, training them on "The AOL Way."

Some of AOL's journalists, editors, content creators aren't all happy with the training.

"AOL is the most f-----up, bull---t company on earth," says one, who joined AOL in what he calls, "the worst career move I've ever made."

Others are more positive, but asked not to be quoted.

We have a copy of "The AOL Way."

AOL is using this document to train editors right now. It is an illuminating look into how AOL, a company with hundreds of millions in dollars in annual funding, is trying to turn itself into a 21st century media giant on the fly.

Some tidbits:

• AOL tells its editors to decide what topics to cover based on four considerations: traffic potential, revenue potential, edit quality and turn-around time.

• AOL asks its editors to decide whether to produce content based on "the profitability consideration."

• The documents reveal that AOL is, when the story calls for it, willing to boost traffic by 5 to 10% with search ads and other "paid media."

• AOL site leaders are expected to have eight ideas for packages that could generate at least $1 million in revenue on hand at all times.

• In-house AOL staffers are expected to write five to 10 stories per day.

• AOL knows its sites are too dependent on traffic from AOL.com, and it wants its editors to fix the problem by posting more frequently, with more emphasis on getting pageviews.

The entire document is newsworthy, but here are some pages you must make sure to see:

• AOL's goals.
• How AOL Media is structured and responsibilities are divided
• The daily, weekly, and monthly schedule for AOL sites.
• AOL's traffic sources by type.
• A chart showing how AOL sites depend too much on the homepage
• The four types of "content generation processes."
• The "content generation process."
• AOL's tools for editors for "identifying high demand topics."
• AOL's content distribution channels, by type.
• What kind of content AOL wants on its homepage and how to get it there.
• A screenshot of AOL's metrics page for editors.
• How AOL builds cheap, Demand Media-like pages around search-friendly topics.
• AOL's requirements for third-party traffic exchange partners

Click here to see "The AOL Way" →

A very interesting read about AOL's strategy and management. It is scary to see how little people get paid, but it goes in line with what happens in journalism. Only a few make a living.

Paying peanuts per post is way too common right now, if the posts are not just free. The worst of it is the lack of sustainability of this model that leads to an ever decreasing number of journalists and bloggers, standardization of news, lack of research, reduction of sources and amateurization of the whole writing business.

Aced, Cristina (freelancer) @blogocorp
Aguilera, Rafael (Radio Euskadi) @rafa_aguilera
Alday, Ainhoa (Público) @ainhoaalday
Alcázar, Mikel (Radio Zaragoza) @mikelalcazar
Almeida, Manuel (freelancer) @mmeida
Alonso, Juan Francisco (ABC) @jfalonso
Alonso, Carlos (freelancer) @carlosalonso
Álvarez, Carmen (Telecinco) @Gmoro
Álvarez, David (ABC.es) @davidalvarez
Álvarez, Luis Alberto (El Mundo) @laalvarez
Ángel-Méndez, Manuel (El País, Cinco Días) @angelmendez
Aparicio, Sonia (El Mundo) @soniaparicio
Armada, Alfonso (ABC) @alfarmada
Armentia, Iker (Cadena Ser) @ikerarmentia
Arregocés, Benyi (Público) @benyi

Baidal, Alicia (Enredados) @baimorali
Barrera, Javier (Ideal) @juanlarzabal
Barro, Pelayo (El Confidencial Digital) @Pelayobarro
Basteiro, Daniel (Público) @basteiro
Batlle, Eduard (El Punt) @rispau
Beriain, David (ADN) @enpiedeguerra
Berlín, Fernando (Radiocable) @radiocable
Bermejo, Estefanía (Vocento) @egbermejo
Berzosa, Millán (La Gazeta) @mberzosa
Blanco, Sonia (freelancer) @sblanco
Borreguero, César (Avalón) @CesarBor
Bravo, Gustavo (El confidencial) @gustavobravo

Cabrera, Elena (freelancer) @elenac
Calleja, Ángel (Madridiario) @angelcalleja
Cañil, Ana (Soitu) @anarcanil
Capitán, Javier (TVE) @JavierCapitan
Carmona, Verónica (Ideal) @veroxs
Caro, Sergio (ADN) @enpiedeguerra
Carreras, Joan Joaquim (3cat24.cat) @janquim
Carreras, Roberto (freelancer) @RobertoCarreras
Casado, Diego (Somos Centro) @esmadriz
Casado Rueda, Santiago (ABC.es) @Arduck
Casal, Javier (Cadena Ser) @Casal
Castellano, Andreu (CMT) @andreucastelano
Celma, Esther (freelance) @nonestop
Cía, Juan F. (freelancer) @jfcia
Clavell, Ferran (TV3) @fclavell
Clérigues, Begoña (Cámara de Comercio de Valencia) @begocl
Clotet, Abraham (Sport) @abrahamclotet
Cobo, Silvia (freelancer) @lolacomomola
Comajoan, Josep (El 9 Nou) @jcomajoan
Cros, Rafael (freelancer) @rafacros
Cuesta, Albert (freelancer) @albertcuesta

Daze, José M. (ABC.es) @josedaze
De la Fuente, Chiqui (El País) @Chiqui
De la Fuente, Lucía (Madridiario) @luciadelafuente
de la Fuente, Nacho (La Voz de Galicia) @nafuente
de Taillac, Mathieu B. (Radio France) @blogal
del Río, Chus (Prisacom) @chusdrs
Delgado, Antonio (Soitu) @adelgado
Delagado, Óscar (Soma Comunicación) @360gradospress
Duro, Javier (ABC.es) @javierduro

Echeverría, Borja (Soitu) @borjaechevarria
Escolar, Ignacio (Público) @iescolar
Esteban, Chiqui (La información) @chiquiesteban
Estévez, Jaime (Agora News) @jaime_estevez

Febrer, Francesc (Menorca Media) @ffebrer
Fernández, Angel (Canal Sur) @angelfdezmillan
Fernández, Antonio José (freelancer) @lordjerome
Fernández, Cristina (Soitu) @onewayoranother
Fernández Gutiérrez, Rafael Ángel (Pressnet) @pressnet
Fernández, Marta (Yahoo!) @pepitapulgarcit
Ferreres, Rosana (CondéNet) @rosanaferreres
Font, María (BarcelonaTV) @mariafont
Forero, Sebastián (Canal Sur Televisión) @sebastianforero

Gago, Manuel (culturagalega.org) @magago
García, Beatriz (Soitu) @BeatrixLA
García, Marcos (freelancer) @elplumilla
García, Manuel Ángel (A-6 Radio) @ma_garcia
Garrido, Héctor (freelancer) @hectormgarrido
Gelado, José A. (freelancer) @jagelado
Gómez Ponce, Mariela (luamultimedia) @mrgomezponce
González Colinas, Juan Manuel (El Publicista) @juanmagecolinas
González García, Christian (Público) @dalequetepego
Gonzalo, Marilín (freelancer) @marilink
Gordillo, Jesús (Cink) @gordilloegea
Guallar, Javier (El Periódico de Cataluña) @jguallar
Güell, Xavier (TendenciasTV) @guell
Guisande, Manuel (La Voz de Galicia) @manuelguisande
Gutiérrez, Miguel (Sportyou) @miguelgutierrez

Hernández, Fernando (Diario de Navarra) @fmorondo
Herreros, Pablo (Goodwill Comunicación) @pabloherreros

Ibáñez, Juanjo (Gabinete de Prensa, Cruz Roja Madrid) @bomarzo
Infante, Quique (La información) @quiqueinfante
Intxaurrondo, Silvia (Cuatro) @Intxaurrondo
Izagirre, Ander (destajista) @anderiza

Jane, Carmen (El Periódico) @carmenjane
Jara, Carmen (La Tribuna) @hermanagilda
Jiménez, Ángel (El Mundo) @angeljimenez
Jiménez, Vanessa (La información) @vjimenez
Jiménez Cano, Rosa (El País) @petezin
Juliá, Antonio J. (La información) @ajjulia

Lafuente, Gumersindo (Soitu) @sindolafuente
Lapetra, Rubén J. (La información) @rjlapetra
Leal, Toto (freelancer) @EnjoyRudi
Lite, Antonio (freelancer) @antoniolite
Llop. Pau (Bottup) @paullop
Llorca, Álvaro (Soitu) @alvaro_llorca
Lloret, Jacinto (Radiotelevisión Estepona) @jacinperez
Lobo, Ramón (El País) @ramonlobo
López Linares, Guillermo (Soitu) @Guillermolo
Lorenzo, Antonio (El Economista) @antoniolorenzo
Luján, Rafael (BarcelonaTV) @rafel73

Mariño, Henrique (Publico) @weareontherocks
Marlasca, Manuel (Interviú) @manumarlasca
Martín Tejeda, Carmen (Onda Madrid) @carmenmt
Martínez, Rafael (Euskadi Digital) @euskadigital
Martínez González, Jesús (Viva Jaén) @jesusmargon
Martínez Ron, Antonio (La Información) @aberron
Menéndez, Óscar (freelancer) @omenendez
Meneses, Enrique (freelancer) @emenesesm
Mexía, Fernando (EFE) @fernandomexia
Montañés, Érika (ABC.es) @yunesusu
Montoliú, Pedro (Madridiario) @pmontoliu
Morán, Adriano (La información) @jabali
Muñoz, Albert (BarcelonaTV) @albert08950

Naranjo, Celia (Madridiario) @celiagnaranjo
Navas. José (El Mundo) @joseanavas

Ochoa, Alain (Diario Médico) @alainochoa
Odriozola, Lucía (El Correo) @LuciaMOdriozola
Olivares, Daniel (Ideal) @dawsonx
Olivares, Paco (Canal Sur) @pacolivares
Ortega, Jesús (El Confidencial Digital) @Jesusortegae
Ortega, Paloma (CanalSolidario) @palomikis

Pardo, Mariví (Portada.info) @mai1970
Pardo, Pablo (El Mundo) @PabloPardo1
Paredes, Josefa (Yahoo! España) @josefaparedes
Pascual, Javier (La Sexta) @javierpascual
Peco, Ramón (Soitu) @ramonpeco
Peiró, Karma (3cat24.cat) @kpeiro
Pellicer, Miquel (MundoDeportivo) @mik1977
Pérez Alonso, Virginia (20minutos) @virginiapalonso
Pérez Conde, Sergio (Intercom) @spconde
Pérez Miguel, Leandro (Gente Digital) @gentedeinternet
Pérez, Antonio (Somos Malasaña) @lamufla
Pérez, Jesús Javier (Enredados) @jjperez
Piñeiro, Alfonso (El Confidencial de Albacete) @alfonsopineiro
Piñeiro, Miguel (La Voz de Galicia) @contragolpe
Pino, Iván (freelancer) @ivanpinozas
Pintos, Laura (La información) @credula
Piqué, Toni (Cases i Associats) @ampique
Portero, Pilar (Soitu) @pilarportero
Pousa, Luis (La Voz de Galicia) @luispousa
Pulido, Javier (freelancer) @javipulido
Pumarola, Francesc (La Voz de Galicia) @fpumarola

Ramírez, María (El Mundo) @mr2157
Ramoneda, Mònica (La Vanguardia) @monicaramoneda
Regalado, Rubén (La Sexta) @mrgifted
Ripoll Cera, María (freelancer) @idelfonsa
Roca, Juanma (freelancer) @juanmaroca
Rodríguez, César (La Voz de Galicia) @caesarvoz
Rodríguez, Delia (Soitu) @delia2d
Rodríguez, Héctor (Madridiario) @hectormdo
Rodríguez, Macarena (freelancer) @MacarenaRG
Rodríguez, Sergio (El Mundo) @SergioRS
Romance, Jorge (Aragón TV) @Purnas
Romero, Pablo (El Mundo) @pabloromero
Rubies, Toni (La Vanguardia) @trubies
Ruíz de Velazco, Sofía (Soitu) @sofiarv

Sabaté, Jordi (Consumer Eroski) @jsmuns
Sáenz de Ugarte, Iñigo (Público) @Guerraeterna
Sánchez, David (Sportyou) @chanvader
Sánchez, Eduardo (Soitu) @edu_sanchez
Sánchez, Javier (Punto Radio) @javiersanchez
Sánchez, Juan Luis (freelancer) @juanlusanchez
Sánchez, Paco (La Voz de Galicia) @pacosanchez
Sánchez Díez, María (Soitu) @mimapamundi
Sancho, Paula (El País) @paularchu
Segovia, Adrián (Prisacom) @Asegovia
Serrano, Ana (Soitu) @Lapatata
Serrano, Pipo (Catalunya Radio) @piposerrano
Serrano Gómez, Mario (20minutos) @tinoserrano
Solana, Anna (freelance) @sol_anna
Steen, Markus (La información) @msteen
Suárez, Davinia (EFE) @daviniasuarez
Suárez, Eduardo (El Mundo) @eduardosuarez

Tascón, Mario (Dixi Media) @mtascon
Timón, Javier (20minutos) @stojako
Torres, Paco (Granada Hoy) @pacotorres
Torres, Santiago (TV-3) @santiago_torres

Ucher, Lidia (EAPN Andalucía) @lidiaucher
Uriondo, Miguel Ángel (Actualidad Económica) @uriondo
Urquía Lacarra, Íñigo (freelancer) @urquialacarra

Valenzuela, América (freelancer) @A_Valenzuela
Valiño, Manuel (La información) @mvalino
Valls, Fernando (El Confidencial Digital) @Fernandohvalls
Varela, Juan (Soitu) @periodistas21
Velzaco Parra, Carolina (20 minutos) @cvelascoparra
Velilla, Javier (freelancer) @javiervelilla
Ventura, Borja (La información) @borjaventura
Verdugo, Gregorio (freelancer) @Jack_Daniels
Vila, Miguel (freelancer) @colineta
Villalba, Enrique (Madridiario) @nodoyuna

Ybarra, Pedro (Sevillaclick) @sevillaclick
Yuste, Bárbara (ABC.es) @byuste

Zubiria, Eli (Cuatro.com) @elizubiria
Zuluaga, Carlos (Blog de pelota vasca) @czuluaga

Via ecuaderno.com

Will publishers take advantage of this opportunity or just try to suffocate it?