IAC/InterActiveCorp (NASDAQ: IACI) needs to build up its little Ask.com franchise before it is spun out in a breakup of the parent company. Ask.com is an "also ran" in the search engine fight which includes Google (NASDAQ: GOOG), Microsoft (NASDAQ: MSFT) and Yahoo! (NASDAQ: YHOO).
In an attempt to turn a loser into a contender, IACI is buying Lexico, which owns Dictionary.com, Thesaurus.com and Reference.com. According to The Wall Street Journal, "Lexico sites drew about 15.6 million unique U.S. visitors in March, according to comScore Inc., compared with 55.4 million for Ask and an array of affiliated sites."
Even if the price of the new addition is low, the Lexico sites are not likely to do much good for the Ask.com franchise. It has already fallen so far behind the three search leaders that it almost certainly cannot catch up. Internet users have already set their preference in this part of the online market. Owning a dictionary site is not going to help that.
IACI's Ask.com can't come from behind and buying additional reference sites is not going to change that.
Douglas A. McIntyre is an editor at 247wallst.com and the author of the Ten Stocks Under $10 newsletter.
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