Achievements of Classifieds Websites
Classified advertising may be a natural for Web delivery since it’s basically a database application. Thus, albeit I mainly think that advertising doesn’t work on the online , i’m very optimistic for the prospects of Web-based classifieds. Classified ads are highly adaptable to the use and properties of the Web:
They are a classic “pull” medium: customers hunt down the classifieds once they plan to search for a second hand car or once they want to rent a house-keeper; most of the people don’t look around the pages only for fun
they are well-suited for computerized searching and sorting: you’ll want to seem just for used vehicles that cost but $5,000 or are but 3 years old, otherwise you may only have an interest during a red Mercedes Benz.
they are time-sensitive, but not on a day-to-next-day basis: you would like to ascertain all open offers, regardless of whether or not they were posted today or yesterday, or maybe earlier. As soon because the advertised offering has been sold, the ad should be pulled and not shown to any longer customers (a static listing wastes both parties’ time)
sellers can type their own entries directly into the ad database since they know what they’re selling. Various linking feature of the web , ads can link to the utmost amount background information as necessary; cryptic but space-saving abbreviations escape (hard-disks are cheaper than newsprint)
multimedia features can save both buyers and sellers time by allowing potential buyers to find out more about the offering before contacting the vendor (just how cute is that the puppy? — well, see the photo, or maybe the video)
Note how all of the properties that make advertisements suitable for the online also make them unsuited for printed newspapers. the very fact that advertisements are bundled with news during a single physical product has nothing to try to to with the inherent qualities of either product. In fact, there are not any synergies between classifieds and daily news. Derived positive functionality from associating related classifieds with for example news coverage, even though such coverage is usually better done by magazines (or specialized Web sites) than by newspapers.
Classifying daily news and Classifieds within an equivalent wad of newsprint because of artifacts of the paper-based production and distribution technology: newspapers have big printing plants so as that they will print large pages with many ads cheaply; they even have delivery people that travel by every house every morning (a “push” technology that’s only necessary as long as there was no way of allowing people to retrieve only those categories they were interested in). Change the media technology, and there’s no reason newspapers should dominate the advertisements business.
In fact, I predict that a lot of newspaper companies will go bankrupt in ten years or less unless newspapers get so hard-core about the web that they dominate Web classifieds by mid-1998 within the U.S. and mid-1999 within the remainder of the planet . Any later, and this business will irrevocably be owned by other companies. Newspapers still have a little window during which they will join together and establish one , dominating classifieds site by seeding it with copies of all the ads they run in their legacy editions. If this is often not done very soon, though, alternative sites are going to be too well-established to overthrow.
The nature of classified advertising tends to support increasing returns: most potential buyers will attend the foremost important site first because it’ll have the foremost relevant things advertised for them to shop for . Sellers will want to advertise on this site because they’re going to get the foremost buyers.
Many of the items that are advertised within the classifieds are geographically bound: land is that the extreme case, but even cars or collectibles are usually bought from a seller who is found relatively accessible the customer . Of course, some rare collectibles could also be bought from people round the world, and other people certainly often want to seem at land in other towns, whether for relocation or vacation purposes. it’s thus not clear whether it’ll be possible to take care of multiple local classified sites or whether the online will have one , large site, with geographic location together of its search criteria. it’s also not clear whether there’ll be advantages from having multiple, specialized, sites (e.g., one for selling stamps and another for selling coins) or whether it’ll be better to share infrastructure and brand recognition across classification categories and have one , multi-purpose site.
Even though there are some unknowns, i’m very confident that advertisements have an excellent future on the online . it’s the one quite advertising that seems made for the online .
Contact may be made via our Contact Us Page