The Media Mob just received an invitation to an April 9 launch party for a new InterActive Corp. Web site called RushmoreDrive.com, hosted by IAC CEO Barry Diller and RushmoreDrive CEO Johnny Taylor. But just what is RushmoreDrive? The invite claims that it will be "the web destination that will change the way the Black community Drives the Web." (Drive! Oh, we get it.) Currently, its Web site just says, "Discover More Here Spring 2008," and when The Observer called up Mr. Taylor to find out more, he was tight-lipped.

"Right now we're telling people what it's not," he said by phone from RushmoreDrive's offices in Charlotte, N.C. "I'm telling them it's not a content site. Most of the products you see in the black space are celebrity, sports or entertainment sites, like BET.com or BlackVoices.com. Then you have social networking sites like BlackPlanet.com. We're none of those."

Okay then!

But why all the secrecy? Mr. Taylor says that part of RushmoreDrive's strategy is to keep mum about what, exactly, his new company does until the April 9 launch, when all will be revealed. (His company is working with Ogilvy, the multinational advertising and marketing agency, to help launch the new site.)

Before becoming the head of this top-secret project, Mr. Taylor, who is 38, was the head of human resources for IAC. He says that the idea for a Web site targeted at black people came about during a meeting of Mr. Diller's senior management team. "When I was appointed, we had no idea what the product would be," he said. "And so as head of HR, my role would have been traditionally to find someone to run it." Instead, he chose himself! (Hey, whatever works.)

It's an interesting time for Mr. Diller to be launching a new product; today Ask.com, IAC's search engine, announced that it would cut about 8 percent of its workforce, or about 40 jobs, and Mr. Diller is currently embroiled in a nasty fight with Liberty Media CEO John Malone for control of his company.

Still, Mr. Taylor is optimistic about his site's odds. "We wanted to find something that would make the broader online black audience larger, as opposed to being seen as a competitor taking a discrete pie and further dividing it," he said. "We want to make the pie larger—not as a competitor with other black sites, but so we would be welcomed into the space."