It's out with the not-so-old and in with the new for AOL CEO Tim Armstrong as he commemorates 100 days at the helm of the dot-conglomerate. Less than a year afterto encompass all its publishing properties, the company is getting rid of the name and reestablishing it as the far less cute "AOL Media." The company's , is now "AOL Advertising."
And the properties grouped into the "People Networks" division that was established when AOL acquired social network Bebo () will be worked into three new divisions: AOL Communication, AOL Local and Mapping, and AOL Ventures.
The announcements were made at the latest stop a company "revival" meeting in a massive air-conditioned tent (yes, like an evangelical preacher, Tim Armstrong threw a tent revival) in which employees were encouraged to post to Twitter about the goings-on and tag it all with #aol100.,
Business Insider was watching the tweets roll in, and picked up on Armstrong's announcement of the division name changes.
But on a more serious note, this does represent a strategic shift in direction for AOL, at least on the marketing front. Brands like Platform-A and MediaGlow seemed to consciously avoid the AOL moniker, which still hasn't shaken off the connotations of late-'90s dial-up access. Armstrong, it appears, believes that keeping "AOL" in there will actually make things stronger--he comes, after all, from Google, which proudly displays its primary-colored logo on virtually all of its properties. At the very least, it'll express a bit more internal faith in the viability of the AOL brand.
Maybe they can do a "you've got mail" mashup remix while they're at it.
UPDATE at 5:21 p.m. PT: Reader David Montgomery made some hilarious art for the occasion, inspired by the poster for the new movie "500 Days of Summer":