Commentary

Ask Me Again

Seems like Ask.com is looking for local flavor. Barry Diller’s IAC/InterActiveCorp announced late last year that its search engine, Ask.com, is getting a local face-lift called AskCity. The service will feature name, address, mapping, and other features, but with a twist: AskCity has exclusive deals with two high-quality brands: Citisearch and Ticketmaster, both of which are IAC/InterActive companies.

The spin is that AskCity wants control of the entire local search transaction.

“The idea is to find exactly what you want and then purchase it,” says James Speer, vice president of marketing and products for IAC/InterActive.

But marketers doubt whether the new company will move the needle much against rivals such as Google, Yahoo, or MSN.

“This is a smart move,” says Anthony Iaffaldano, director of marketing for Reprise Media. “But in terms of being a game changer, it’s too early to say.”

And there are larger concerns for AskCity — namely, does the new interface address the central issue facing local search: how to adapt international search engines to a by-block and by-street world.

Says Chris Copeland, managing director at Outrider, “If all you’re going to get is a Yellow Pages listing and a map, what is the point?”

Next story loading loading..