“Broadly speaking,” Winston Churchill may or may not have said*, “short words are best, and old words when short are the best of all.” With Oath, the name of the new division that will house AOL and Yahoo’s media and business-to-business properties after those two companies merge, parent company Verizon gets a twofer: short and old.
The name was revealed in a cryptic tweet from AOL CEO Time Armstrong on Tuesday afternoon: “Billion+ Customers, 20+ Brands, Unstoppable Team. #TakeTheOath. Summer 2017.” Twitter predictably piled on, not without justification. But I solemnly pledge to give the new name a fair hearing.