- Shopping Bag ( 0 items )
From Barnes & NobleThe Barnes & Noble Review
America Online has become one of the preeminent brands on the Internet. Its mix of exclusive content, chat rooms, message boards, and nationwide dial-up hubs has turned it into one of the most popular online hangouts. Kara Swisher's AOL.Com: How Steve Case Beat Bill Gates, Nailed the Netheads, and Made Millions in the War for the Web looks at the often-rocky path AOL head Steve Case and his band of engineers and content providers traveled to find success as the world's premier proprietary online service.
Swisher's book offers readers a thorough history of the often-proclaimed-dead online service, from its humble origins as an Amiga software distributor to its great crash in the middle of 1996 to its current position as an online titan that has bought out competitors such as CompuServe and upstarts like Mirabilis. Although AOL has had more than its share of problems, from hackers to constant busy signals to attempted buyouts, Case's company has persevered and remained at the top of its field, in both name recognition and volume of users (membership reached 11 million at the beginning of 1998).
And it is Case, according to Swisher, who brought his company such success. With his marketing background, Case was able to focus on ways to find the all-important new users. Case's skills as a public relations marvel (particularly important considering the online service's reputation for having a salacious side) are also explored by Swisher; time and time again, these skills have saved the company and eventually brought it to the summit of theonline-servicemountain. AOL.Com is an in-depth look at one of this decade's major media successes.