I have doubts whether AOL can emerge again as the giant it once was, but I like a phrase that has been born from its strategy to remake the brand - “content to scale.”

The question is really how AOL will translate this into action. Is it a true attempt to bring relevancy to the customer or is it denial, as some have said, to what has really happened on the Internet and where they have fallen?

Content to scale has been described by Tim Armstrong, CEO, in a couple of ways. In August, Armstrong announced that he intended for AOL to be “the largest publisher of high-quality content in the world.” He went on to say that he wanted to be “a low-cost producer of high-quality content at scale.” The idea is that they can leverage their scale, segment their verticals and bring branded (and therefore more relevant product) to the customer. For this, they will be able to produce high CPM advertising and cross-promotional opportunities.

In December, Armstrong said the next wave of the Internet would be about content. Perhaps he meant more about content? What about iTunes, Google, the explosion of free media and sites like HULU? There is no doubt that the last decade was about content. The next decade will be about refinement - how content is delivered and consumed.

Nuggets from Armstrong’s statements seem to be on track and strike back to relevancy. He talks about catering to local audiences more, for example. But there, so far, is little depth to how they will focus on what customers want. How AOL will become more relevant to these specific segments or niche audiences and then leverage their scale.

I do like the notion of it. I come from a visual media world that has been greatly affected by the explosion of content online. There is no question that the millions of images online (stills and motion) have provided creators, clients and consumers tremendous access and opportunity. And yes, some challenge particularly for creators. But as time is our most precious commodity, getting to the content that we really want just may be the prize. If AOL can really transform their business and leverage the size and scale to provide more relevant content to niche audiences, then they just may succeed at making themselves more relevant again.