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What's New: Tell Us Your Success Story: We want to know how you are using Classified Conceptsí locator map programs to generate revenue for your paperís classified sections. Whether it be in print, online, or both, tell us how you package it, how you promote it, how you use it to create unique partnerships in your community, and of course, how much your readers and advertisers love it. Weíll give you a $10 Borders gift card just for sharing. Plus, youíll be entered into our contest to win a $100 Borders gift card, and be our featured story in our upcoming June newsletter. Deadline for submissions is May 31, 2008, and you can submit more than one entry if your paper uses multiple programs. Enter your story here. Partnerships and Developments Classified Concepts is proud to welcome the following papers as new partners: St. Louis Post-Dispatch (St. Louis, MO) The Times (Munster, IN) The Charleston Daily Mail/Gazette (Charleston, WV) Pensacola News Journal (Pensacola, FL) Quad City Times (Davenport, IA) Torrance Daily Breeze (Torrance, CA) Pantagraph (Bloomington, IL) The Post-Star (Glens Falls, NY) The Journal Times, (Racine, WI) The Times-News (Twin Falls, ID) How Results = Revenue The current real estate market has created a larger focus on rental advertising. Some consumers are choosing to rent rather than purchase right now, perhaps waiting for housing prices to drop even more. And unfortunately, others have been abruptly faced with renting as their only option in the wake of home foreclosure. For both ends of the spectrum, the result is a greater demand for information and advertising about rentals. This spells an opportunity for newspapers: Create a marketplace for rentals in your classified section. Classified Concepts provides the tools for you to immediately capitalize on this opportunity with our Rental Program which provides a map for rental-seekers to quickly and easily see the location of apartments and houses available for rent, both in print and online. The apartment magazines prominent in many markets have traditionally not allowed advertising for house rentals, known as the ìshadow market.î This is an opportunity within an opportunity! Get familiar with your local property management associations and real estate investorsí associations. Many real estate companies also handle property management. In developing these new areas of revenue, you will also be developing new relationships within the real estate community, and new long-term customers. Industry News Study: Newspaper Web Sites Dominate Traditional Local Media, But Are Losing Share (Source, Editor and Publisher, April 2008) Of all the traditional local media, newspapers capture the most local online advertising dollars. In 2007 newspapers netted 26.9%, or $2 billion of the $7.5 billion total local online ad spend, according to Borrell Associates on behalf of the NAA. ìThis survey provides further proof that local advertisers recognize newspaper Web sites as an indispensable way to reach their best customers," said John Sturm, president and CEO of the NAA. Newspapers' slice of the online pie surpasses local yellow pages (9.5%), local television stations (9.5%), and radio (2.1%). But when it comes time to sites like Google and Yahoo, however, newspapers are losing ground. In 2007, these sites claimed 49.7% of local online ad dollars. In 2006, newspapersí share of local online ad revenue was 35.9%, down 9% in 2007. The study also found that at the largest newspaper Web sites, online-only advertisers accounted for 59% of the total ad revenue generated by those sites. John Kimball, the senior vice president and chief marketing officer at the NAA, said ìNewspapers who employ at least one salesperson dedicated to selling online advertising averaged 87% more revenue than sites that relied solely on print representatives to sell online ads.î Sarah Sinclair, Client Services Manager: From My Office to Yours I recently had the opportunity to visit Portland for the first time. What a great city! The architecture, foliage and people were a refreshingly eclectic mix. I was in Portland to help plan the 2008 Western Classified Advertising Association conference. As a past-president of WCAA, the current board of directors invited me to attend their meeting to share my perspective. This fallís conference, to be held September 7-11 in Portland, promises to be a great event ñ the program agenda will offer a focused look at each vertical, including industry experts, clients, idea-sharing sessions, and more. WCAA has always emphasized collaboration between colleagues, and between newspapers and vendors, with contests, roundtables, and networking. This year, they are opening up a more concerted dialogue with SCAMA, another regional classified group, to share ideas and resources to benefit their members and strengthen the industry. Sharing ideas is a major part of my role here at Classified Concepts. I spend time analyzing our newspaper clientsí successes and challenges, talking to them about what is working well in their markets and identifying areas for improvement. I gather best practices from papers using our programs ñ and share those stories ñ of increasing revenue, enhancing existing product offerings and improving interactivity - so that we can all benefit from each othersí successes. Along those lines, I encourage you to enter the Success Stories Contest and to get involved with your classified industry associations. Sharing and networking are some of the most powerful tools at your disposal! |
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