Among the changes that the 's new CEO Tim Armstrong intends bringing about in the struggling Internet company, includes the proposal of revamping its advertising and developing more local Web sites in an attempt to stimulate falling sales.

The 38-year-old Armstrong - a former Google executive who was hired by AOL in April - has recently completed a 100-day appraisal of the company. Armstrong's appointment came at a time when the company working out revival plans and spinning-off from Time Warner Inc.

Though of late AOL has been focusing on getting revenue from ads it sells; the plunging advertising revenues have made Armstrong opine that doing away with a few advertisements would modify AOL's culture and help the company regain its lost favor. Armstrong is also proposing the addition of more city guides to attract visitors and advertisers.

Alongside other plans pertaining to the advertising aspect, Armstrong intends shoring up AOL's Advertising. com - a network allowing buying and selling of ads on Web sites - by incorporating services that would target consumers on usage basis, and offer more pointers in the direction of the effectiveness of the ads.

Moreover, planning for the company's rebirth later this year, Armstrong and other AOL executives intend recapturing the company's 'startup' culture - when, as America Online, it was marked to become the leading provider of dial-up Internet access!