Search engine targets aging, impatient boomers

A new search engine hopes to generate cash by filtering data for a targeted audience of 50-year-old-plus baby boomers

A new search engine hopes to generate cash from targeted ads by filtering data for 50-year-old-plus baby boomers who lack the patience to wade through pages of results.

Launched earlier this week, Cranky.com is the brainchild of Jeff Taylor, who founded the online employment site Monster.com and now serves as chief executive officer of the media company Eons.

The new age-relevant search engine is designed to simplify Web searching by processing requests from the perspective of someone at least 50 years old.

Eons has teamed with Compete, an online market research company, to identify and analyze 5,000 of the most popular Web sites used by a group 500,000 users aged 45 or older.

Key features of Cranky include a user interface that lists on the first results page only the top four authoritative sites matching the search term. Numbers listed at the bottom of the page point to additional sites.

The sites are rated and reviewed by Eons members. The ratings influence the top sites, which are delivered as results in future Cranky searches.

The more users engage with rankings over time, the better the search engine will become -- at least that's the plan.

The search engine also provides tips and deep links for those who want to dig deeper.

Like Google and other search engines, Cranky aims to make money selling targeted advertising alongside its search results.

The name "cranky" was chosen by Taylor because of his own shift in mood whenever he gets lost in what he calls the "search quagmire," according to the Web site.

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John Blau

IDG News Service
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