America Online Launches First Service Branding Television Campaign

September 18, 1995, Vienna, VA -- America Online today announced that
September 19th will be the formal launch date for its service branding
advertising campaign, as created by TBWA Chiat/Day, New York City. The new
television campaign is aimed at creating consumer awareness for the
America Online service brand as well as supplying major media market
support for the Company's consumer marketing programs that offer free
trial and 10 free hours to consumers.

The initial phase of the campaign consists of a series of :15 commercials,
directed by noted television and film director, Ben Stiller. The campaign
will kick off across the country with the premiere of the first spot on
Tuesday's 11 o'clock news, and will continue to play during popular
television programs and on national cable channels. Celebrities featured
in the ad campaign include Peter McNeeley, Jack Lalanne, Adam West,
Emmanuel Lewis, and Anna Nicole Smith.

The tagline "Welcome" ties each spot together and focuses on the human side
of America Online. Since 1989, a friendly voice has greeted AOL members
each time they log-on. By closing each spot with the AOL "Welcome", the
company extends its greeting to a new generation of AOL members.

"Our consumer and member research has shown that what is interesting about
America Online is what is interesting about people," said Ted Leonsis,
President of the America Online Services Company. "For the past decade,
AOL has believed in the importance of creating a sense of community so
people feel like members, not subscribers, and providing an atmosphere
that allows our members personalities to shine through."

"The America Online campaign captures the essence of cyberspace by focusing
on people and personalities -- making it friendly, funny and
personalized," said Jay Chiat, founder of Chiat Day. "Today, America
Online is the only service that is by the people, for the people and about
the people. This campaign celebrates the people of AOL," Chiat added.

The new branding campaign, which will run on cable and in the spot-market,
will also be supported by an online area encouraging members to supply new
ideas for future commercials, as well as provide an interactive forum
related to the program.

"This type of campaign will not only help America Online reinforce its
brand leadership, but will aid in market expansion and in our goal to make
online services a mass, consumer, medium," concluded Leonsis.

America Online, Inc., (NASDAQ symbol: AMER), based in Vienna, VA is the
largest and fastest growing provider of online services in the U.S. with
the most active subscriber base. AOL offers its more than 3.5 million
subscribers a wide variety of services, including electronic mail,
conferencing software, computing support, interactive magazines, and
newspapers and online classes as well as easy and affordable access to
services of the Internet. Founded in 1985, AOL has established strategic
alliances with dozens of companies, including Time Warner, ABC,
Knight-Ridder, Tribune, Hachette, IBM and American Express. Personal
computer owners can obtain America Online software at major retailers and
bookstores, or by calling 800-827-6364.
 
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