Classified Advertising Online Vs In Print

Classified Advertising Online Vs In Print

The downhill slide of​ daily journalism began decades ago, when television introduced nightly news programs on both a​ national and​ local level. That decline, however, has been radically accelerated by the​ advent of​ online classified advertising. Craigslist has probably been the​ most important development for​ local classified advertising. This simple, unadorned website provides free listings for​ most of​ its classifieds, selling only placements for​ job opportunities.

Classifieds have always been the​ bread and​ butter for​ newspapers, providing the​ lion's share of​ black ink. Yet by three years ago, Craigslist had become a​ principal local resource for​ job recruiters. Research organization Classified Intelligence reported two years ago that Craigslist costs the​ San Francisco Bay Area's traditional newspapers, and​ their online divisions, between $50 and​ $65 million annually in​ revenues from employment ads alone.

According to​ the​ study, Craigslist had 12,200 active job listings on its San Francisco site the​ week of​ November 21, 2004. in​ contrast, the​ San Francisco Chronicle had 1,500; the​ Oakland Tribune had 734; the​ San Jose Mercury News had an​ estimated 1,700; and​ the​ Contra Costa Times had around 1,000. the​ average recruiting ad in​ a​ metro Bay Area daily cost $700 in​ 2004: on Craigslist it​ cost $75.

That's a​ local snapshot. the​ same is​ occurring at​ a​ national level, also in​ the​ critical area of​ job recruiting. is​ the​ largest job search and​ recruitment site in​ the​ country - it​ is​ also owned by a​ partnership of​ the​ Gannett, McClatchy and​ Tribune newspaper conglomerates. defined the​ art of​ national job recruiting. There are also elaborate online executive recruiting services that mix the​ traditional personal touch with digital resume files and​ client searches.

By 2003, online classifieds had nearly matched the​ newsprint business in​ classified revenue. in​ that year, the​ market for​ classified ads in​ the​ United States was $15.9 billion (newspapers) and​ $14.1 billion (online), again according to​ Classified Intelligence.

There is​ a​ widespread belief that the​ online classifieds are more effective with younger people and​ the​ more in-depth advertising probably belongs in​ print. JupiterResearch, another online ad research firm, says that a​ lot of​ people research cars online, for​ example, because it's a​ great price-check resource. Jupiter goes on to​ say that only 1 in​ 10 will shop for​ cars on the​ Internet. This analytical point overlooks the​ fact, however, that many people who do their auto shopping with shoe leather are going to​ dealers that they may have selected online.

The tools for​ online classifieds provide easy shopping methods and, generally, more information on the​ sales item. Photos are easily included as​ well. the​ trend is​ expected to​ continue in​ all advertising formats, but especially in​ the​ classified arena. in​ Jupiter Research's "U.S. Local Online Advertising Forecast, 2018 to​ 2018," the​ forecast is​ that spending in​ the​ U.S. for​ online local advertising will grow at​ an​ annual compounded rate of​ 11 percent, or​ from 2018 to​ 2018. Seventy percent of​ that revenue will come from classifieds.

A reflection of​ the​ trend at​ the​ national level is​ that one of​ the​ primary reasons for​ Google's $500-per-share stock valuation is​ the​ fact that their business model garnered them over $9 billion in​ revenue in​ 2018. the​ preponderance of​ that money was generated by text based classified advertising, developed through partnerships or​ through the​ sale of​ keyword placements.

Readership for​ traditional dailies does skew to​ the​ older generation, especially now that job recruiting has become such an​ effective online function. But even with high-end, family oriented purchases such as​ homes, online advertising often outshines its printed counterpart. the​ real estate sales bible, the​ Multiple Listing Service (MLS) is​ readily available to​ consumers online - for​ the​ first time. the​ major brokerage chains all have national sites and​ nearly all local brokers use the​ web as​ well.

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