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BizReport : Search Marketing : March 02, 2007
CitySearch set to buy InsiderPages
Research has shown that customer reviews of products and services are a good way for marketers to boost revenue. Local businesses advertising with IAC, parent company of CitySearch and Ask.com, will have another outlet for consumer reviews with IAC's purchase of InsiderPages.
InsiderPages offers more than 600,000 consumer reviews in 30 markets across the United States. With the acquisition, CitySearch as a whole will offer more than 1 million reviews and local business listings across the U.S.
"User reviews empower consumers to make informed decisions about where to spend their time and money, and our local merchants tell us that they are more likely to acquire a customer when user reviews are included as part of their online listing," said Peter Horan, Chief Executive Officer of IAC Media & Advertising in a prepared statement.
The buy will give CitySearch the largest content base for consumer reviews, which they are hoping will translate to more revenue for local businesses advertising with their company. That, in turn, will translate to more revenue for their online listings company.
CitySearch offers local directory listings for every zip code in the country. Before the InsiderPages buy they were best known for art and entertainment listings. With the buy, they will increase their listings base to include health, information, home and garden information. Ads on their pages are sold on a pay-for-performance basis.
Tags: CitySearch, customer reviews, Insider Pages, local search, localized content
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