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Graphic: Diego AguirreFor a company that rose to fame in part on the strength of a family-friendly image, AOL had a thriving seamy side–especially in its chat rooms. In 1997, it was forced to rethink plans to let marketing partners call subscribers at home, though it still reserved the right to do so itself. Pop-ups weren’t the only way AOL hawked third-party products to its subscribers. Funny–just about any AOL subscriber could have told the company that years earlier. It took until 2002 before the company came to a realization that its subscribers had reached long before: “The most important thing we offer advertisers is the chance to be part of a service consumers love, and we’ve determined that pop-ups aren’t the best way to do that,” said AOL chairman Jon Miller as he announced that it was ending the practice. Just to add insult to irritation, opting out of the pop-ups carried an expiration date–unless you reaffirmed your decision, AOL would begin bombarding you with pop-ups again. It used them to market a bevy of third-party products and services to subscribers, such as long-distance phone service from a company called Tel-Save. Graphic: Diego AguirreAmong the many online innovations that AOL pioneered was the annoying advertising pop-up.
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Was AOL proud of what it had wrought? You betcha: When your author visited the company’s headquarters in 2001, he walked down a very long hallway with walls plastered with framed discs, displayed as proudly as if they’d been Grammy awards.īonus annoyance: One late disc touted 1045 free hours over 45 days, which was an insult to the intelligence of anyone with the ability to do long division–if you’d taken advantage of every minute of free time, you would have had slightly over an hour each day to sleep or otherwise do anything but use AOL.
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Over the years, the omnipresent marketing freebies inspired both protesters and collectors, and showed up as a cultural touchstone in the darndest places (an episode of the animated TV show Futurama involved an earth-threatening meteor consisting in part of discarded discs). And before long, many of them cluttered up the lives of two groups of people who didn’t need them: Existing AOL members and anyone who had no interest in becoming an AOL member. The early floppies were kind of cool, since they could be reformatted and put to good use. In short, they were like pop-up ads–except that they intruded on your real life, and there was no way to block them. They were stacked up at retail-store checkouts, doled out in high-school cafeterias, and inserted into cereal boxes. They were bound into your favorite computer magazines. The company ended up distributing millions of floppies and CD-ROMs just how many has never been disclosed.
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Then direct-marketing maven Jan Brandt convinced a skeptical CEO Steve Case to spend a quarter-million dollars sending out floppy disks with AOL software and a free trial offer.
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And even if they had heard of it, they didn’t know how to get it. It’s hard to fathom today, but in 1993, most people had never heard of AOL–it only had 250,000 subscribers.
Herewith, a 20th-anniversary retrospective.
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