AOL to become TMZ
I really can’t believe Brian. The man’s not even with us anymore, and here he goes leaking the big news. I’ve been in meetings for the last two weeks about this very topic, and yes, the rumor is true: AOL is rebranding itself to TMZ. Kind of brilliant when you think about it. I’m sure many will call it another typical case of bandwagon riding, but think about what TMZ does for AOL: a) sheds the stodgy image, b) improves its infamously dubious reputation, c) gets it cool with the infinitely valuable youth demo, d) shows Yahoo that no one does Lohan coverage like AOL TMZ does Lohan coverage.
It comes as a part of an entirely new branding campaign that various sectors of the business are currently ironing out. AOL-to-TMZ is only the start; various brands and subsidiaries will take the names of their most successful sub-brands. For example, in keeping with this new vertical-oriented branding initiative users can expect Weblogs, Inc. to be rechristened Engadget & Friends, Inc.; AOL Games will be redubbed The Joystiq Network, but not before The Joystiq Network is itself redubbed The Fanboy Network. Bring on the new, I say!
Update: Ok, it’s on Digg — and why not? It’s obvious that everything on Digg is completely true, and everyone voting on Digg stories is of above average intelligence.
I'm an editor and technology critic in the midst of founding a new web startup: 
Hear, hear on the name change. I’m just not sure renaming the company after the internet’s biggest gossip rag will have the best brand results. Glad to see AOL Games getting changed to the Joystiq Network. Hopefully C. Grant becomes the EIC and cleans house.
SRSLY? TMZ? As in the celebrity gossip silliness? Isn’t that gonna freak millions of senior citizens out when they go to check their email ( using their 2400 baud modems )?
Instead of the tame, light blue “America On Line Electronic Mail” it’s gonna be “HOT CELEB HOOK-UP TMZ MAIL!!!”
Ok, it’s on Digg — and why not? It’s obvious that everything on Digg is completely true, and everyone voting on Digg stories is of above average intelligence.
Thank you, this made my day by forcing pepsi out my nose. :)