I'm aware that many niche online publishers struggle to build up their online classified sections and directories.  I wonder whether they are focussing too hard on transferring their print pricing model online.  I believe there are interesting lessons to be learnt from how software providers market to SMEs, who are the core clients for online directories.  Read my recent blog post at :http://www.penmaen-media.co.uk/index.php/2009/04/how-can-the-software-industry-help-online-publishers-grow-classified-revenues/
for more info.  I'd be interested to hear the views of other publishers.

Carolyn Morgan
www.penmaen-media.co.uk
creating practical digital media and marketing strategies

Hi Carolyn,

An interesting read, and I'd be equally interested to hear your thoughts on Open Source solutions to on-line classified options for publishers.
We inherited a very old classifieds system that still runs today. Very simple - with no login - it still attracts monthly over 1,000 niche adverts and over 25,000 unique users.

Back in 2007 we brought a license for 'GEO Classifieds' - but quickly found this software overly complicated - and very difficult to manage.

Our ideal solution is one that is simple to manage - easy for users, but powerful enough to offer some flexibility in free/paid solutions.

Does anyone else have any recommendations?


Jason Williams
E-Business Manager
Mortons Media Group Ltd

Carolyn -- classified is such a specialist niche ...

I like your article, which has some interesting and provoking ideas.

For example, offering a free ad so the client can test response is an idea that would horrify all classified ad managers!

Google of course is the top exponent of classified advertising. But they don't tell you how much you  will pay for an ad until after it has run for a while. Most traditional classified clients would not accept that.

 Many of the most profitable websites rely on classified revenue, but they do not use the Google model which was a new, brave and clever invention (and an idea that was totally opposed by Google's two founders, by the way.)

I see the biggest problem is that online publishers often simply carry their classifieds in a big bunch of pages at the back - just like they do in their print publications. There is no need to do that online. There is plenty of scope to 'classify' further to enable interested readers to see what there is on offer, depending on what that reader is looking at. Often, a reader won't realise he wants a product or service until he sees the ad. Bundling them all in a classified 'ghetto' makes no sense in that respect.

Monetising online ads is a problem for most publishers: clients will not pay what a print ad costs. They know (or suspect) readers do not value them as highly. That is probably why most of the big consumer magazines have sites that pull in very little revenue.

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Peter Hobday
Copywriter / Marketing consultant
Publisher: Subscriptions Strategy newsletter
http://www.subscriptionsStrategy.co.uk

Jason - I have a couple of people I can talk to about this -- if I get some specific ideas I'll let you know.
Leave a message via my website so I have your email.  Carolyn