Tuesday, April 15, 2008

Classified Secrets

Getting back to the Indy Star's local-local sections:

One of the things that has struck me in the ongoing Death to Print debates is: A lot of the Death to Print people don't read the ads. I read them a lot less than I used to. As journalists, we look at the journalism. As a copy editor, I look at the headlines and layout. But we are not the readers. And as the NAA and others repeatedly point out, print advertising, when compared to radio, TV, and banner or floating Web ads, is the only type that is not an interruption. (Although click-through ads probably aren't either.) Journalist savants probably miss the role newspaper advertising plays for the general reader, even as they decry its loss.

So what does the Star offer in the North Indy Star? The display ads are an interesting mix, from J.C. Sipe Jewelers, which has been in Indianapolis forever, to a really gross ad for a shingles vaccine. There are a couple of pages of restaurant ads accompanied by an advertorial on one restaurant; but the Star has had this since I was in high school. These are zoned, but even so there are restaurants Downtown on the one hand and 20 miles away in Noblesville on the other.

No, what's remarkable is that even though, as we know, Classified is Dead, the Star is still trying to make it work with Community Classifieds. Dogs for Sale is a particularly hot one. And while generic real estate classifieds have largely disappeared, the weekend's Open Houses still work well in print -- you peruse Realtor.com to see what's available, but the newspaper, because of timeliness, still has a role in saying what you can walk though on Sunday.

What really strikes me, though, is "Jobs Close to Home." In the Friday issue there were eight tab pages. We've all been told that professional recruitment ads don't work in print anymore, and why: If you're an accountant looking for an accounting position, easier (and more professional) to look online. But blue-collar jobs still work effectively in print, because the person may not be looking for a specific position -- he or she is looking for a job.

"Jobs Close to Home" is a wonderful idea for a zoned edition whose focus, as noted before, seems to be largely on families with the parents in their late 20s and 30s. You don't want to work 30 miles away, because how will you pick up the kids? So there are a lot of medical, nursing and billing jobs on the North Side here, as well as retail. And there is a territory manager for a cigar company, welders, truck mechanics. utility locators.

A big company in my area, like Merck, probably won't find newspapers a good bet anymore for the sort of high-level jobs it used to advertise in papers like the Inquirer and the Star-Ledger, because it is trying to recruit highly trained people from throughout the Northeast. Why buy all those papers when you can just post online? If the Public Service company is looking for a lineman, though, the newspaper starts looking better. Finally, these classifieds have color ads scattered all through them, and it's a tab. Newspaper classifieds are usually so depressing because they are lines of small black and white type. These ads look like something you might actually want to answer.

Local-local success doesn't mean you have to open a bureau of 40 people. You just have to figure out what "local" really means.


Mae Travels said...

Your post made me realize that my parents did teach us -- by example -- how to read the newspaper.

A couple of years ago I wrote a blog post on this: http://maestories.blogspot.com/2006/09/dibs-on-funny-paper.html

rajF9 said...

Almost everyone is familiar with Classifieds advertising which is very common on newspaper and on radio, television, particulary cable television.

Now the classified ad has found its way to Internet, according to eMarketing Association
54 percent of experienced online shoppers rely on classifieds when searching for a product to purchase online.

Now the newspapers are struggling to get classified ads from businesses and organizations as they are no more depending on traditional classifieds and started to look for new solution.

E- Classifieds -
Online Classified Advertising is known as e-classifieds. Placing e-classifieds ads broadens ones reach and connects you with people who are eagerly searching for what you have to sell which can boost your sales. Online classifieds are the ultimate way to expand your brand locally and worldwide.

So because of these online advantages Leading Business Website like online communities , city guides ,career listings ,auto dealer, real estate, Colleges ,University ,e-newspaper even news channel etc have now started to build web based e-classifieds.

Benefits from E- Classifieds Software
• Retain more visitors ,Interest, traffic and adds more interaction to the website
• Creates new potential revenue streams
• Provides automated way to allow users to develop content for your site
• Allows quicker time to market
• Delivers advanced technical capabilities
• Delivers cost savings associated with end-to-end automated web-based processes
• Requires no commissions or ad revenue sharing fees
• Scales to millions of classified ads
• Provides immediate access to products with years of research and development experience.

Source –
e-classified Solutions by Pressmart Media Limited