All Things Digital

With a 4.8 percent share of the search market, according to comScore, Ask has long been the inveterate fourth-place contestant in a sector overwhelmingly dominated by Google (GOOG). And try as it might–with both redesigns and ad campaigns–the company just can’t seem to build any audience beyond that. So there’s little reason to believe that Ask’s latest redesign–its third in as many years and the 11th since it first launched–won’t be as ineffective as those that have gone before it.

The new Ask is faster than its predecessor. Its search results are more relevant and sharpened by structured data (TV listings, etc.) where available. And the little search engine that couldn’t is still using semantic technology to interpret and answer questions put to it by users. “To call it an all-new Ask is wrong; it’s an evolution of Ask,” said Barry Diller, CEO of Ask parent IAC/InterActiveCorp (IACI). “I think it’s going to help us primarily in [visitor] retention and frequency. That is really its goal.”

But while it might appeal to some, Ask’s latest iteration isn’t likely to make much of a difference in the brutish battle for search engine market share. But then Ask doesn’t need much, does it? The search business is enormously profitable. As Microsoft’s (MSFT) Don Dodge once noted, every market-share point in search is worth a billion dollars or more. So if Ask manages to boost its share of all searches even slightly, it’s a success. “Search revenue for us is very profitable and it’s certainly growing,” said Diller. “Does it matter whether or not we take big chunks of…market share? No. Would we like and hope to? Yes.”

This year’s D conference had its share of great lines–tired ones, too (we’re all clear on the subject of Facebook and information sharing, right?). Here’s a selection of the former…

Guys like us avoid monopolies. We like to compete.”

–Microsoft (MSFT) Chairman Bill Gates

AOL is the Rodney Dangerfield of the Web. We don’t get no respect.”

–Jeff Bewkes, president and CEO, Time Warner (TWX)

I will probably never be a CEO again.”

–Yahoo (YHOO) CEO Jerry Yang states the obvious

It’s a company that creates technology.”

–Facebook CEO Mark Zuckerberg answers the question, “What is a technology company?”

Read more »

Barry Diller may have managed to turn Fox into a legitimate fourth major broadcast network. But he hasn’t had much luck doing the same thing with Ask.com in search. Despite Diller’s best efforts, Ask’s share of the search market dropped to 4.6% in November from 5% in November 2006, according to comScore.

“We have certainly not bitten an inch out of the hide of Google,” Diller said earlier this week. “I’ve been daunted by the progress of that. … The challenge of the year … is to get people to try [Ask], experiment with it and then adopt it.”

With that in mind, Diller’s making some changes. Ask.com Chief Executive Officer Jim Lanzone–who claimed the CEO spot in April 2006 when Steve Berkowitz took a job at Microsoft–is leaving the company in a management shake-upr that will see former Match.com CEO Jim Safka take his place.

News of the leadership change comes as Ask parent InterActiveCorp prepares to spin off its HSN (Home Shopping Network), Ticketmaster, Interval International and LendingTree properties. “These changes are intended to strengthen and streamline the operating structure at IAC, both leading up to our intended spin-offs, and beyond,” said IAC CEO Diller.

Well, we’ll have to see about that. Certainly, Safka seems like a worthy candidate for the job. As CEO of Match.com from 2004 to 2006, he grew the site’s membership and revenues substantially. That said, Lanzone is also a very smart guy. If he wasn’t able to turn Ask into a legitimate player in the search market, one wonders if anyone can.