Looksmart has not stopped fighting for its life since the company lost MSN as a distribution partner in 2003 and continues to post significant (but at least declining) quarterly losses. However, the company has taken a huge step towards a potential turnaround in its fortunes by launching 161 new vertical search sites.
The 161 new vertical search sites cover 12 different topical categories including health, travel, sports, home and automotive. Content for these sites is compiled without human editors, providing a cost and efficiency advantage compared to models which do not use automation. The new search sites will also allow Looksmart to sell very targeted banner inventory. Looksmart expect the new search vertical to result in increasing revenues, but also has budgeted for higher traffic acquisition costs.