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Back to sqaure 1: AOL to use content as marketing tool

August 23, 2002
After five years of leasing space to content providers, AOL has now returned to its old policy of using content as a marketing tool, the New York Times reported yesterday. That trend should be welcome by magazines: they already have content that is readily available as a cheap marketing tool. They should not be afraid to use it - and then benefit offline.


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