"I truly believe that when you go to most news sites, it's a Web 1.0 world," Lewis D'Vorkin, senior vice president of AOL News and Sports, said, referring to the first generation of Internet sites. "They have rearranged the furniture. We have built new furniture."

AOL's sports site will also relaunch later this week following a similar design model.

D'Vorkin's work has included introducing a blog-like format about a year ago to celebrity gossip Web site TMZ.com, now one of the most closely read sites in Hollywood. TMZ is a joint venture of AOL and Warner Bros.

Like some, but not all, of its mainstream media rivals, AOL News faces a decline in visitors in the past month, according to comScore Media Metrix figures for May.

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