AOL tries to engineer a merger with Yahoo

DIALUP INTERNET SERVICE PROVIDER AOL is trying to engineer a merger with Yahoo in order to lower costs.

AOL's CEO Tom Armstrong reportedly has been working hard to generate support from shareholders for a deal with Yahoo. According to Reuters, Armstrong is presenting the deal as an alternative to going it alone as an internet media company in order to reap cost and advertising reach benefits.

Apparently Armstrong is claiming that a merger with Yahoo, which itself is at the centre of acquisition rumours, would bring in savings of between $1bn and $1.5bn by combining datacentres and consolidating content on areas such as news, sports, entertainment and finance.

Since AOL was spun out of its disastrous merger with Time Warner, the firm has been trying to remake itself into an internet media company by buying popular websites such as The Huffington Post and Techcrunch. While many question whether that is a workable plan, the financials can't mask the deep trouble AOL is in, with the company reporting a $11.8m loss for the second quarter.

While talk of AOL being bought up has cooled considerably in the last few months, the firm still has a few worthwhile assets. According to Reuters' sources, shareholders like the idea of merging with Yahoo but are not convinced that Armstrong can pull it off.

Since AOL divorced from Time Warner in 2009, its stock price has fallen over 40 per cent and with its advertising margins being squeezed, Armstrong's idea of partnering with Yahoo is not a bad one. Given that advertisers can choose between competitors like Google, Facebook and Yahoo, it doesn't look particularly good for AOL on its own. µ