as meant that the content available on the Web far outstrips that available to AOL subscribers. Because of this, AOL has continued to invest in its content development, and its financial area (for example) was recently judged the best on the Web ("Niche Online" 406B0910).
While AOL's primary product is content and programming and its customers are consumers using their computers, there is a secondary product and market here, as well. AOL generates considerable revenues from selling advertising and marketing the products and services of other companies directly to AOL subscribers. Advertisers are willing to enter into multimillion dollar contracts with AOL in order to gain visibility among AOL's more than ten million subscribers. The advertisements are typically displayed while subscribers are accessing other information, or they may be displayed directly to consumers if the user "clicks" on a particular icon. "Pop-Up" screen advertisements are also used to promote products and services, such as AOL's low long-distance rate (a direct response to competition from MCI
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