Folding the papers
Aswithmosttraditionalmedia,
Thereare
Mediachallenge advertisingmodel,publishers
salesofnationalandregional Thesteadydeclinein canreinvigoratetheclassified
newspapersareindeclineas
opportunities
newspaperreadershipand advertisingmarkettodeliver
consumersnowreadilyobtain revenuehasaccelerated incrementalvaluetothe
newsandotherinformationon
toprovide
dramaticallyoverthepast12 consumeraudience.
theweband,increasingly,on months,withpublishing Takingthisapproach,
mobilephones. advertiserswith companiesseeingupwardsof sellerscancreateadsusing
Yetdespitetheproliferation
richerdataand
80percentofthevaluewiped theirmobilephones,includinga
ofblogs,socialnetworkingsites offshares. photographorvideo.
andotheronlinenewssources,
richermarketing
Astherecessionhits Buyersexpressaninterest
thebrandvalueandcredibility advertisingrevenues, bysendingatextmessagetoa
ofnewspapersremainshigh.
usingonlineand
particularlytheclassifiedcar shortcodenumberwhichthen
Inthedigitalworld,
mobilemedia
andpropertyads,thereis promptsthereleaseofcontact
newspaperpublishinggroups growingpressureonpublishers informationfromthebuyerto
haveafantasticopportunityto
thanany
tofastforwardtheirforaysonto theseller.
drivenewrevenuestreams, thewebandmobiletodrive Theselleralsoreceives
growtheirshareofaudience
publishercould
significantincrementalvalue. real-timealertswhenever
andincreasereaderloyalty–but And,followingtheUK someonerespondstothead.
keytothisistheabilityto
everofferin
Government’srecent Withaflexible,scaleable
successfullycommercialisetheir
aprinted
announcementthatallhomes mobileplatformthatcanhandle
productoffering. shouldhavebroadbandby2012, hundredsofconnectionsand
environment.
thewritingisclearlyonthewall messagespersecond,
fortheprintedpage–both publisherscanmanage
nationalandregionalpublishers numerousclassifiedadsand
needtotakearadicallookat connecthundredsofbuyersand
businessstrategy. sellerssimultaneously.
Onestrongpointintheir Thisreal-time,two-way
favouristhatnewspapershave communicationbetweenbuyers
strongbrandvalueanda andsellersencouragesgreater
trustedproduct.Butevenfor audienceinteractionwhilealso
thosepublishersthathavebuilt drivingbrandvalueandloyalty.
upastrongonlineuserbase Italsoprovidespublishers
andbrand,turningthat withunprecedentedaccessto
audienceintorevenueremains customerinformationwhichcan
achallengefororganisations beusedtosupport
stillentrenchedinthecultural complementaryproductand
attitudeoftheprintedmedium. serviceadvertisingaroundthe
mainadvert,maximising
Classifiedopportunity revenueopportunities.
Oneofthekeychangesisa
shiftinmodel–mostnotably Newmodel
themovefrompaidtounpaid Mobileclassifiedadvertising,
classifiedadvertising. however,doesnotrequirethe
Ratherthanchargingthe largetelesalesforceassociated
advertisertoplaceaclassified withtheprintmodel.
adinthepaper,publisherscan Instead,organisationswill
nowdeliverclassifiedadsto becomeincreasinglyreliant
consumersviamobilephones upontechnologyplatformsto
–witheachresponderpayinga manageandautomatethesales
smallcharge. processandtheremainingsales
Byofferingthisfree staffwillhavetobere-trained
28 May2009
www.dmi-news.com
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