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One-size Web site does not fit all

Companies target niches with a variety of sites

SANTA CLARA, Calif. -- A one-size-fits-all approach to online information may not suit all Web users, said Peter Horan, CEO of media and advertising for Barry Diller's InterActiveCorp. "People are shopping for authorities who look and sound like them. It may be that to be successful what you need is a multibrand strategy," Horan said Wednesday during a presentation here at the annual local-search Internet conference, "Drilling Down on Local." It may not work to use one Web and "stretch it like Silly Putty to cover all audiences," he said. It may be better to have multiple sites to target communities with different tastes and interests. IAC, for example, acquired InsiderPages.com and will operate that site as a separate but parallel brand to Citysearch.com. Both sites offer business listings, ratings and reviews but will target different audiences. "Insider pages will have a slightly different tone, slightly different manner than Citysearch will have. Citysearch will tend to be a little...

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