The butler didn't do it for Ask Jeeves

By Jeremy Kirk

September 23, 2005 12:00 PM ET

IDG News Service - The search engine Ask Jeeves Inc.'s dapper, grinning butler will soon be out of a job.

Jeeves' pink slip came from IAC/InterActiveCorp Chairman and CEO Barry Diller, who announced the change during a Goldman Sachs Group Inc. investor conference on Wednesday in New York. IAC/InterActiveCorp completed its purchase of Ask Jeeves in July.

"By the way, Jeeves will disappear, and we will be called Ask or Ask.com," Diller said during the conference. "Not that I don't like that butler. He's actually a thinner butler now."

Jeeves, created by British humorist P.G. Wodehouse, was slimmed down and given a tan last year, said Lisa Meakin, a London-based spokeswoman for Ask Jeeves. But surveys showed users tended to pigeonhole the search engine as "old-fashioned" and appropriate only for question-based queries, Meakin said.

The company's research has shown that use of the Jeeves character as the prominent symbol of the brand blinds people to recent changes and improvements in the search engine, the company said in a statement.

No time frame has been given for Jeeves' departure, and no final decision on a new name for the search engine has been made, Meakin said.

Reprinted with permission from

IDG.net
Story copyright 2009 International Data Group. All rights reserved.

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