Demographically Targeted Search Engine Done

When it launched I thought the IAC-owned RushmoreDrive was an interesting experiment: a search engine targeting African Americans. This concept could be expanded to gay people, Hispanics, Asians, and so on.

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Apparently the engine is shutting down. So I guess it didn’t work (or have enough visibility to continue justifying its costs).

Jim Lanzone, former Ask CEO, told me at the time that he thought the premise was flawed and that it would be nearly impossible to execute well. But as a marketing concept I thought it was interesting. Given the failure of the site it will probably be some time before a similar experiment is tried again.


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