May 2, 2006 Comments
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The FOX Network does pretty well for themselves, despite sitting on the outside as the number four network player. That's the line of thinking that the folks behind Ask.com are using when it comes to their long term plan for growth. In fact, according to data from comScore Networks, only Ask and Google have picked up market share over the past year. Yahoo, Microsoft Live and AOL have all slowly seen their shares decrease.
An article over at CNNMoney.com tackles the issue by pointing out that Barry Diller already managed to turn Fox into a legitimate fourth network player.
Getting Ask to be mentioned in the same breath as the Internet big boys may seem to be a daunting task. But analysts aren't ruling out Barry Diller. After all, he helped build the Fox TV network in the 1980s, a time when many media experts said that there was no room for a fourth major broadcast channel.
"Google, Yahoo! and MSN are so focused on rolling out new features and competing aggressively with one another that it's going to be very challenging for Ask.com," said Greg Sterling, principal of Sterling Market Intelligence, an independent research firm focusing on search. "But at the same time, Ask.com has been creative, scrappy and resourceful."
The new Ask.com has won praise from many techies for innovative features, such as a "binoculars" site preview that shows screen shots of Web sites listed in search results and maps with walking directions in addition to driving directions.
It will be interesting to see how the public takes to the new Ask.com engine. With commercials running in prime time and a slew of new features designed to make searching even easier, they've certainly got a plan of action. That said, breaking enough ground against the major players to wiggle their way into the top four, or even the top three, could prove difficult.
Despite their drop in shares, Microsoft still has nearly three times the number of searchers that Ask.com does and Yahoo has more than four times the number of searchers. That said, AOL's recent drop has put them in a vulnerable spot that gives Ask.com a realistic shot at surpassing.
Jennifer Laycock is the Editor of Search Engine Guide, an educational web site aimed at translating the search marketing world into something that small business owners can understand. Jennifer specializes in common sense search engine marketing, viral marketing and customer outreach via social media and blogs. A former search marketing consultant and in-house trainer, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children. Her primary clients now are a little girl named Elnora and a little boy named Emmitt.
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