In what has all the markings of a desperate last-ditch effort, AOL is hoping some Hollywood boldface can come to the rescue of its floundering teens and young adults destination Cambio. Monthly site traffic was down in August to 663,000 uniques, from a year-ago high of 1.4 million.
Per Dawn C. Chmielewski of the LA Times, AOL is hoping to ramp up the excitement this fall by showcasing web series created by McG, reality TV maestro Mark Burnett and others. However, there’s no guarantee this play engineered by GM Nathan Coyle, who came over in April from CAA, will work:
Some digital media analysts expressed skepticism about Cambio’s new strategy of spending big money on big names for a medium that has yet to deliver big advertising dollars.