Ask.com has seen brighter days. It's one thing when nobody thinks you can compete with Google (Yahoo and MSN have yet to accomplish that), but it's quite another to lose continually despite all efforts. Well, that's one strategy. And a collection of niche engines could be a powerful cluster to monetize and may help to deliver a more tightly targeted market to advertisers.
The algorithm may have killed Jeeves, but that may have been a bad idea. (Technically, Jeeves is encased in carbonite.
Whether they change their whole model is an up-in-the-air decision, but Ask hasn't helped itself by dropping iconic branding (a mascot that people recognized and enjoyed) nor by a marketing campaign that was more confusing than it was impacting.
Ask Not What Your Marketing Can Do For You...
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