About a year ago IAC human resources chief Johnny Taylor thought to form a web business for African Americans. Like any good planner, he began with research -- and was surprised when focus groups showed the No. 1 activity of blacks online was searching for information, followed by job hunting and reading news.
His findings emerged last week in the form of RushmoreDrive.com, the first web search engine designed specifically for the black community. The site uses a unique search algorithm to combine top search results with black-specific information. Job listings and news are prominently featured, and the news section includes forums where readers can discuss events.
It's an intriguing idea -- that different demographic groups want different search results. Given the massive fragmentation of media content and niche publishing, it's actually surprising that no one has thought of this before.
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