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TALE OF THE TAPE: THE WEB'S OLD GUARD; Microsoft, Yahoo and AOL are spending old-media-style big in push to reclaim their luster.

Publication: Advertising Age
Publication Date: 05-OCT-09
Format: Online
Delivery: Immediate Online Access
Full Article Title: TALE OF THE TAPE: THE WEB'S OLD GUARD; Microsoft, Yahoo and AOL are spending old-media-style big in push to reclaim their luster.(America Online Inc.)

Article Excerpt
Byline: MICHAEL LEARMONTH

FACEBOOK AND TWITTER get all the attention, but Yahoo, AOL and Microsoft, all onetime winners in their respective categories (portals, internet access, operating systems), are out to remind the world they're still the heavy-hitters on the web.

For these brands, the downside to not being today's bright and shiny objects is they have to spend like old media to get their messages out, and even more to change established opinions about them. All three are spending (or about to spend) a collective $200 million-plus to juice...

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