In January 2000, AOL and Time Warner announced a record setting $166 Billion Dollar merger. Referred to as "the Deal of the Century" the talk immediately centered on the potential synergies the new company would realize.

Steve Case, announced as Chairman, championed the idea of AOL/Time Warner as the "Wal-Mart" of the media and entertainment industry – a one-stop shop marketplace for advertisers to reach their audience. Case envisioned fully integrated advertising campaigns with bundled AOL/Time Warner products.

The idea was simple enough: through a single point of contact, a marketer like Pepsi could get product placement in a major event movie, run a sweepstakes promotion on the web with the winner appearing in a Warner Brothers sitcom, sponsor a Warner Music artist's concert tour and distribute a national print and television branding campaign.

Investors applauded.

AOL/Time Warner's scale & scope would give it a clear advantage over stand alone competitors.......

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Title: Time Warner
Approximate Word Count: 765
Approximate Pages: 4 (250 words per double-spaced page)

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