Blake Snow

content advisor, recognized journalist, bodacious writer-for-hire

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AOL cannibalizing Engadget with new tech blog

AOL launched a new tech blog on March 20 called Switched. In case you didn’t know, AOL also owns Engadget, the world’s largest tech blog that just so happens to be the world’s “most popular blog” according to Technorati in terms of linkage. Sources close to Smooth Harold report that Switched is even being funded better than Engadget in terms of salaried individuals despite having zero traffic (read: no ad sales). Yeah, that makes a lot of sense.

Venture with me — if you will — into the mind of one of the slowest internet dinosaurs in existence. “CEO: Okay, Switched spearhead. You think we should start a new tech blog even though we already own the number one tech blog that’s also the most visited weblog in the world? Okay. But won’t that cannibalize our traffic, at least with the non-tech savvy crowd (because you and I both know Engadget will continue to be the best tech blog unless we suffocate it)? And where Switched isn’t cannibalizing our efforts, won’t we just be wasting money rather than reinvesting into Engadget to further secure its dominance? No? Okay, I’m sold. I don’t know why we didn’t think about this before. Matter of fact, didn’t CNN.com just launch a new world news website to compete with itself? No? Well, they should have.”

Way to support your $25 million purchase of Weblogs Inc, AOL. Your CEO should be fired for letting this thing even see the light of day. I’m amazed by the stupidity and behind the scene agendas that are going on here. Peter Rojas and Ryan Block must be reeling from this mediocre move.