AOL Ads Wanting?: Everything at America Online...
AOL Ads Wanting?: Everything at America Online is back under control. At least that’s what a new television commercial featuring CEO Steve Case wants you to believe.
In the spot, which first aired Feb. 4, a casually dressed Case describes the company’s $350-million effort to install 150,000 new modems to catch up to the skyrocketing demand brought about by the company’s $19.95-a-month pricing plan.
“I assure you, at America Online we are focused on one thing: working to serve your needs,” says Case, as employees (or actors) in the background move about at an unhurried pace.
But some disgruntled customers fear the ads will exacerbate the connection problem.
People are also still finding disks with 50 free hours of AOL time in their mailboxes and magazines.
Under an agreement reached last month with the attorneys general of 44 states, AOL agreed to cut back significantly on its marketing efforts so it could adequately serve the customers it already has before soliciting more. However, the company is allowed to air informational commercials, and some promotional mailings were already in the pipeline.
Although AOL’s ulterior motive with the spots may be to recruit new members in a subtle way, “I don’t know how we can regulate against that,” said Dan Curry, a spokesman for Illinois Atty. Gen. Jim Ryan, who brokered the deal.
That’s hardly consoling to AOL customers like Peter Magliarditi of Niagara Falls, N.Y., who sees the commercials more often than he can log into AOL.
“It’s very annoying, and it really insults my intelligence,” he said.
Customers may find some temporary relief by trying to connect to America Online through local SprintNet lines. AOL does not publicize the numbers on its service--the company claims they are slower and less reliable than its own AOLNet lines--but customers can find their local SprintNet number by calling (800) 473-7983.
