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.
5 Comments
Some companies try and compete with themselves on purpose. Intel, for example, was well-known for having the strategy of releasing new processors as quickly as possible with the direct intention of obsoleting their most recent releases. They basically said that as long as someone was going to compete with them and keep them on their toes, it might as well be themselves. That way they tried to hold an even greater market share. Switched might be able to capture some that Engadget can’t because it seems like Switched is more of an everyday consumer electronics blog as opposed to the more “tech-savvy” that are drawn towards Engadget. I’m not saying I agree with this strategy (look at Intel now), but it is none-the-less an actual strategy.
something tells me Peter Rojas isn’t reeling about this at all since he is the Editor at Large of Switched.com
@Russ,
Word on the street is that AOL is just pimping Rojas’ name without his involvement. At least from what my sources tell me.
Really? That’s not cool.
I agree. Extremely stupid strategy. Why don’t they focus their efforts in other realms of the blog world?