NEW YORK (AP) -- With little fanfare, AOL began occupying new headquarters in New York this week to bring itself closer to the heart of the media and advertising industry as it transforms itself into an ad-supported business.

About 300 senior executives and content producers, many already located elsewhere in the city, were the first to move to the new digs at 770 Broadway in Greenwich Village, once home to the grand Wanamaker department store.

AOL's ad sales representatives are to follow at a still-unspecified date.

Many senior executives will keep second offices at AOL's former headquarters in Dulles, Va. Although AOL has laid off thousands of employees, few of those dismissals result from the headquarters move, announced in September.

AOL plans to maintain a large presence in Dulles, which became its headquarters in 1996.

Once an Internet powerhouse, AOL has seen subscription revenue plummet as Americans switch from dial-up to broadband access. It has slowed its revenue decline with advertising dollars, but its growth in advertising too has been slowing in recent quarters.

AOL's first-quarter results are due April 30 as its corporate parent, Time Warner Inc., reports earnings.

AOL is initially occupying two floors of the 15-story building a couple miles from Time Warner's headquarters. The location was chosen in part for its proximity to ad agencies and other firms with which AOL wants more business.