Peter Horan, CEO of IAC/InterActiveCorp Media and Advertising, shared elements of IAC’s local content strategy in his keynote address Wednesday at the Kelsey Group’s Drilling Down on Local ’07 event in Santa Clara, Calif. Horan, the former CEO of AllBusiness,com and About.com, joined IAC last month to oversee its media properties, which include Ask.com, Citysearch, and the newly acquired Insider Pages.
Horan spoke of eschewing a top-down approach, opting for one that allows IAC to “come at it like an average consumer and try to get things done,” according to Matthew Nelson at ClickZ. He also blames a reliance on branded search for slowing down local search progress, when users are more satisfied with a broad-based approach pulling content from many sources, as IAC has done with Ask City, he said.
Horan also said that the key to local success involved combining content created by an editorial team with user-generated content, according to Donna Bogatin at ZDNet. Editors can focus on subject matter relevant to a broad audience, while users can supply the narrow-focused subject matter. He said that local content should be driven by “usefulness” to help local searchers complete their mission to “Search, find, obtain.”