IAC Launches First Black-Oriented Search Engine | Adweek IAC Launches First Black-Oriented Search Engine | Adweek
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IAC Launches First Black-Oriented Search Engine

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IAC and subsidiary Black Web Enterprises today launched the first-ever search engine catering specifically to African American interests, RushmoreDrive.com.

BWE was formed in April last year when then-head of IAC human resources Johnny Taylor came to CEO Barry Diller with the idea of launching a Web business aimed at the black community.

"We weren't sure what it was going to be," said Taylor. "A search engine was the farthest thing from our minds." Taylor and BWE arrived at the idea of a black-oriented search engine after conducting focus groups with African-Americans across the country.

"We discovered that the number one activity blacks did online was search for information, while numbers two and three were searching for jobs or searching for and consuming news," said Taylor. "So we decided to create a product that was first a search engine that delivers more relevant results [for the black community], but could also be a resource for jobs and news."

The site works on a patented algorithm that determines which Web sites are most frequently visited by African Americans, then merges that data into a mainstream search crawl. The technology will also incorporate user data from its own user searches to refine its focus. In addition to search, the site offers job listings and a news aggregator that also focus on black interests. --Douglas Quenqua, The ClickZ Network reports