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Monday, April 14, 2008 Parent Targets "Black" Credibility for Market Share

Posted by @ 2:43 am

Facing off with Google on general web search is a futile exercise, so its competitors are searching for untapped niches to regain some of the audience they’ve lost to the search behemoth.

Following on from Yahoo!’s release of Shine, a portal aimed at the female market, IAC (interactive Corp),’s parent company, have launched targeting African based groups in the US.

IAC, announced the launch of a “black” focused web community in Feb 2008, named Black Web Enterprises (BWE), which has been almost 12 months in development. The BWE press release stated:

“Rather than compete with existing sites already geared toward the Black community, our goal with the initiative is to expand this market in order to bring the absolute best and most relevant web experience to Black people everywhere…

…BWE will house a number of yet-to-be-announced online destinations catering to the distinct needs and interests of the estimated 50 million Black people living in the U.S., from African Americans to Blacks from Latin America and the Caribbean.” is the first development from the Black Web Enterprises project. Named after the BWE address in Charlotte N.C, runs on the Teoma search engine with a tailored database of content deemed more relevant to the “black” community.

The About Us section of the site sums up its purpose and goals best:

“RushmoreDrive is a first-of-its-kind search engine for the Black community. We deliver a blend of mainstream search results plus a layer of more relevant search results influenced by the Black community. RushmoreDrive is where the Black community goes to find the best search results.”

As searchers around the world seek a more relevant search experience, could be the answer for “black” Americans. The challenge for IAC and the executive team at will be achieving credibility in the “black” community.

From an marketers point of view, niche search services and communities such as and Yahoo!’s Shine, provide a strong targeting opportunity for the right products and services.

Rene LeMerle Rene is the marketing manager of - a global search engine marketing company. He also leads the marketing for - a web 2.0 style community for online and digital marketers. Rene has been in the industry since 1997 with much of that time spent helping businesses embrace the best of the internet and digital world.

View Rene LeMerle's profile

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