Many companies within the world of technology find difficulty remaining current and relevant as the natural industry changes take place. Within the Internet industry specifically, there has been a transformation from the beginning of the infant and simple World Wide Web (Web 1.0) to the mature Web 2.0 and beyond of today. Actually, we are beginning to push into what many consider the third phase of the web (Web 3.0).
As a result of the progress, more and more companies are joining the battle to gain market share and a competitive edge over other peers within the industry. Hence, some are left behind and are deemed unimportant and others completely forgotten. Some companies are in the right places at the right times, and others try to buy their way in. In what appears to be an act of desperation, it appears that AOL is attempting to purchase Mashable, a popular and leading technology blog site, an effort that some are viewing as a last ditch effort to remain in the conversation – to remain relevant in the ever-changing world of technology – and to sit at the table!
Like many things, however, money alone will not suffice. Instead, the culture within the organization needs to grow with the changes of the times and advancing technologies. I am concerned that the AOL deal, if the rumor is true, would cause a problem of great proportions. AOL and Time Warner just separated back into the companies similar to what that they were prior to their famed and unsuccessful merger, so who is to say that AOL is ready to start adding outfits this early in the game, even if it is a relatively small outfit (by their standards) like Mashable. To me, this shows their desperation more than ever.
I have heard (from a few places) conversations that people won’t even date someone who has an AOL email address, further illustrating AOL’s insignificance in today’s ever-evolving technology industry. AOL is not considered current or cool. Many might therefore conceive that AOL’s dull image will rub off on Mashable. Only time will be the true test! Since brand image is critical externally and corporate culture critical internally, I fear that such a deal would reduce readership and then minimize Mashable’s voice in the medium-to-long term. However, those at Mashable are sitting on a golden egg, and this might just be their only and best chance to hatch it before it spoils.
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