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AOL Entices Users With Madonna Exclusives
Adweek
News Source
2003-04-09
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NEW YORK In yet another example of how America Online is trying to lure new subscribers and broadband users with exclusive content, the AOL Time Warner Internet unit this month is offering access to Madonna and her music.
Starting this week, AOL members will find an array of programming leading up to the April 22 release of the pop star's latest album, American Life.
The material mom figures prominently in AOL's broadband strategy. Last week, Dulles, Va.-based AOL rolled out a new, enhanced broadband service, which looks to leverage AOL Time Warner content and other exclusive offerings to entice at-home broadband users to pay AOL $14.95 per month in addition to fees for its high-speed ISP. Madonna's Maverick Records is a part of Warner Music.
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