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The New York Times has a great piece on the management changes over at ask.com. I'm not sure how true but apparently Mr Dillers view is what ask.com needs is good marketing..... "Several IAC executives told me the move reflects Mr. Diller’s belief that what Ask needs was better high profile advertising. Mr. Safka, indeed, is seen as more marketing oriented, while Mr. Lanzone was more interested in building Ask’s core search engine as well as creating flashy features that will differentiate it from that other very very very large search engine" So now Jim Safka (who was behind a successful marketing/advertising camapign for Match) is now in charge and Mr Diller is hoping Jim will find the magic marketing campaign for ask.com. The post makes a great observation - most of the internet success stories - like google - haven't had an advertising campaign but have strong brands of delivering great product. "It’s not so clear, however, that advertising can build a search engine. Google, after all, does very little traditional advertising. Rather it builds showy products, like Google Earth, that may not be profitable on their own, but they reinforce the company’s brand image and drive traffic to its search site. I can hardly think of any online company that owes its success to traditional advertising"
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(January 2008) (
