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We’ve got an ongoing survey here on ReinventingClassifieds.com — click here to take it — and already there are some great ideas being shared. (I’ve already written up a few of the results: here, here, and here.)
One of the open-ended questions in the survey has resulted in some insightful ideas about how to reinvent classifieds. Here are some of the highlights, broken down into general categories.
Wider distribution of ads
A theme that came up a lot among survey respondents was that newspapers need to learn to distribute their customers’ ads well beyond just the print edition and newspaper.com website. Publishers who focus exclusively on displaying ads only on their own properties lose in a world of extreme media fragmentation, which is what we now have. Here are a few suggestions from survey respondents:
“Distribute classifieds across regional and metro non-newspaper sites.”
“In addition, newspapers could play a role in becoming one-stop distribution of listings for their customers — especially real estate.”
“We shouldn’t be afraid to knock down our walls and share our classifieds with other newspapers or even with other websites.”
“More and more, print products will be seen as a promotional upsell that is just one of many. Some people will pay to have their ads promoted in various print products that match their desired demographics, while others may pay for carriage in completely different products — such as Craigslist (why not?).”
“A self serve tool that helped local advertisers extend their reach by including advertising on Yahoo, Google, Monster etc will also help deliver results.”
“Use the power of the web. Connect rather than protect.”
A related idea that was suggested is to not only share ads with other websites, but also figure out how to give them incentive to sell more ads on your behalf.
“Offer revenue share to local non-newspaper sites to host, sell, and contribute to classifieds.”
Online first
Another common thread in the survey responses was to put online classifieds first. This makes sense on many levels, including that online ads are capable of including lots of content: as much text as is necessary, photos, audio, video, interactive mapping, etc., while print (obviously) is limited to (short) text and static images. So online classifieds must come first, and then the classifieds system produces print ads as just one of many output channels.
Some comments from survey respondents:
“Sell the web first.”
“Change the model from a print centric one to an online centric mode. Buy online with options for photos, web text, and print options.”
“Get serious about online classifieds; understand that print is dead.”
“Shift to a web-first approach with majority free online ads. A complete redesign of print classifieds with the main purpose of driving more traffic to the website.”
“Web first approach with what remains of print classified now serving as sort of TV guide for the web, with easy to browse highlights (grid style listings) with web ID to go online and see photos, etc.”
Classifieds as content
There was clear sentiment to make classifieds sections (print and online) more interesting, by bringing in contextual content; adding more useful services; and positioning classifieds as interesting content. Survey participants suggested:
“Mine persistent databases to expand classified sections to include more info.”
“Classifieds need RSS feeds, SMS alerts, and video, just like news. A new apartment for the right price is ‘news’ to someone.”
“I also think it’s useful to put Classifieds in the larger context of user-generated content, which is really what Classifieds are. In our market we see user-generated content making up most of the growth of our websites, but it’s still hard to monetize that traffic. By positioning Classifieds as a way of telling stories about your stuff (the ‘Antiques Roadshow’ approach) and promoting them with user content — and vice versa — I hope that we’ll see the same kind of growth with ads.”
Enhance and improve
Another strong recommendation from survey takers is to enhance classifieds. Many existing print classifieds sections still need modernizing, and online classifieds at many newspapers fail to take advantage of the possibilities. From some of our survey respondents:
“Add rich media, photos, video, and mapping to classifieds.”
“While there will be a print component for years (and there’s not much there to innovate), we need to make our online classifieds better, offering video, photos, links (of course), and online buying (with credit cards, PayPal, etc.).”
Get rid of outdated pricing models
Some survey respondents felt that industry pricing models are broken and must be replaced:
“Throw print pricing model out the window.”
“A simplified pricing strategy. Larger, easier to read sections. Free ads for many merchandise categories.”
“Let private party go free and make money from contextual ads.”
“Offer all you can eat flat rate reverse pub models (yes, Mr. Car Dealer, advertise all of your cars online AND all of your cars in print). The listings draw readers and keep sections great places to hang display ads.”
“Free text online classifieds for the general public, with upsells for photos, video, and print publication. Realtors, dealers, etc. pay more — similar to the Craigslist model in that way.”
Change the core
Survey respondents expressed a desire to change outdated staffing, replace classifieds publishing platforms that aren’t appropriate for the Internet era, and adopt new business models:
“The best solution is to keep it as simple as possible, reduce the overhead by eliminating staffing and developing robust online self serve tools for advertisers. We are foolish to believe we can maintain the level of staffing we currently have and continue to grow top line classified revenue in dying categories.”
“I’ve worked with newspapers for 25 years and the only department harder to change than a newsroom is a classified department! New software for classifieds and completely different front end systems are also essential. Sadly, our vendors are part of what is holding the industry back.”
And other ideas…
“Classifieds need to become non-traditional and expand past the word ad.”
“Build a product that is relevant to the audience.”
“Invest in the product by marketing it OUTSIDE of the newspaper.
“Develop low-cost online products that deliver meaningful, measureable ROI for customers.”
“We need a better online ad placement system and/or verticals offering video/animation, all the bells and whistles at the point of sale. AND ALL
THIS FROM ONE VENDOR!”
The survey is still open! Please add your voice to the effort to save newspaper classifieds. Your ideas are needed. Take the survey.
Ken Bilderback wrote,
I think classifieds probably should go the way of stock listings. They are becoming a concrete anchor around the throats of papers. Shifting all, or most classifieds online saves money, and perhaps most importantly radically shifts how newspaper companies view themselves. Feel free to flame me, but I have some justification for this wacky idea at http://www.whapwhap.com/?p=63. Search for “classifieds” for other posts.
Link | May 30th, 2008 at 2:43 pm