Classified face a double threat
Article Abstract:
The Internet is undoubtedly a serious threat to the classified advertising revenues and the readership of newspapers. A MORI Research study, however, indicates that young adults frequently read the classified ad section. These same people are also the most avid users of the Internet. It would therefore, benefit publishers to establish excellent Internet World Wide Web sites that feature easily searchable classified ads that are also printed on their newspapers. They should, however, ensure that print the versions of these classified ads are as attractive and user-friendly as the Web versions. Extensive cross-referencing of newspaper and online classified ads and the creation of a multi-media brand identity for these ads will also provide numerous advantages.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 1999
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How newspaper advertising works
Article Abstract:
The 'best source' list is one way to demonstrate the effectiveness of newspaper advertising. People are asked to name the best source of information they rely on when shopping for goods and services, which most of the time is the daily newspaper. Besides the 'best source,' questions are also asked on what specific actions consumers may have done during the past 30 days as a result of the newspaper advertisement. For instance, 63% of respondents in a survey said they checked out what was on sale when asked the question.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 1999
User Contributions:
Comment about this article or add new information about this topic: